Analysis of Society's Fish Consumption in Cilaku Cianjur District Area

This study aimed to analyze the characteristics of fish consumers, analyze the level of favorite and types of fish that were often consumed by the people, and analyze the factors that affect fish consumption which the research was conducted in Cilaku Subdistrict on September – December 2020. The research used a case study method with used primary and secondary data. The resulted of primary data were from interviewed with 100 respondents using purposive sampling method as a research sample. Secondary data was obtained from relevant agencies. The analysis used descriptive and rank spearman test method to analyze the motivational influence for fish price, family influence, and fish quality. The results showed that consumers who buy and consume fish in Cilaku subdistrict were generally women who has a family in aged < 43 years with a high school education level and work as employee. Buyers and fish eaters in Cilaku Subdistrict had an income of Rp 2,100,000 - Rp 3,000,000. Totally, the 57% of respondents in Cilaku Subdistrict like fish to be consumed. The type of fish which usually they consume were 58% of freshwater fish, 27% of seawater fish, and 15% of processed fish. The factors that most influence fish purchasing decisions according to spearman rank tests were the influence of culture, fish prices, consumer family influences, and fish quality.