This research aims to analyze the factors that influence the decision to purchase purebred chicken eggs at Pasar Anyar, Bogor City, with a focus on age, distance, income, price of purebred chicken eggs, education and employment. The method used is a survey using a questionnaire as a tool for collecting primary data. The research sample consisted of 80 consumers who bought purebred chicken eggs at Pasar Anyar, Bogor City. The results of multiple linear regression analysis show that only distance, income and price significantly influence consumer behavior in purchasing purebred chicken eggs, where for every 1 unit increase in distance, the purchase of purebred chicken eggs decreases on average by 0.289%, for every increase in income. by 1 unit, the purchase of purebred chicken eggs increases by an average of 0.902%, and for every 1 unit price increase, the purchase of purebred chicken eggs decreases by an average of 13.710%. Other factors such as age, education, and employment did not have a significant impact. This emphasizes the important role of distance, income, price in shaping consumer decisions. This study provides insight for the purebred chicken egg industry to design more effective marketing strategies, by segmenting the market based on distance, income and price.
 

Horticulture can be interpreted as one of the agricultural subsectors that bridges the gap between production and consumption in Indonesian society. Horticultural commodities consist of vegetables, fruit, ornamental plants and medicinal plants. One of the horticultural commodities is mushrooms. Mushroom commodities have quite high consumption value in Indonesia. The demand for mushrooms continues to increase, but the availability of inputs is still inadequate and farmers still rely on marketing institutions, which is still an obstacle for mushroom entrepreneurs to meet consumer demand. Based on these problems, it is necessary to add mushroom cages so that the level of mushroom productivity continues to increase and an efficient marketing channel is needed so that all actors involved in the marketing channel can benefit each other. Research uses qualitative and quantitative methods. The data sources used are primary and secondary data. The analysis results from the business feasibility study can be run properly and inefficient marketing channels are found in channel 3.