Semakin meningkatnya jumlah penduduk kota Tarakan setiap tahunnya, maka dapat diprediksi jumlah kebutuhan daging sebagai sumber protein hewani juga meningkat, yang dapat menyebabkan kelangkaan daging ayam broiler pada waktu- waktu tertentu sehingga harga daging ayam broiler meningkat. Ketika harga meningkat, konsumen akan beralih ke barang subtitusi yang harganya lebih murah dari harga daging ayam broiler. Tujuan penelitian ini adalah: (1) Mengetahui karakteristik konsumen daging ayam broiler. (2) Mengetahui faktor- faktor yang mempengaruhi permintaan daging ayam broiler. (3) Mengetahui faktor yang paling berpengaruh terhadap permintaan daging ayam broiler. (4) Mengetahui bagaimana elastisitas permintaan daging ayam broiler di kota Tarakan. Metode penentuan sampel yang digunakan dalam penelitian ini adalah metode quota sampling, yaitu sebanyak 40 sampel. Jenis data yang digunakan adalah data primer. Analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian diperoleh nilai (R) yaitu sebesar 35,1% dapat dijelaskan variabel- variabel bebas yang diamati, sedangkan sisanya sebesar 64,9%. Nilai uji F sebesar 0,020, yang berarti variabel bebas harga daging ayam broiler (X1), harga telur ayam (X2), pendapatan (X3), jumlah anggota keluarga (X4), usia (X5), dan selera (X6) secara bersama-sama berpengaruh signifikan terhadap permintaan daging ayam broiler di kota Tarakan. Berdasarkan uji t, variabel harga daging ayam broiler sebesar 0,011 berpengaruh signifikan terhadap permintaan daging ayam broiler di kota Tarakan, sedangkan variabel harga telur ayam sebesar 0,098, pendapatan sebesar 0,495, jumlah anggota keluarga sebesar 0,560, usia sebesar 0,457, dan dummy selera sebesar 0,757, tidak berpengaruh signifikan terhadap permintaan daging ayam broiler di kota Tarakan. Nilai Elastisitas permintaan terhadap daging ayam broiler sebesar 9,048 bersifat elastis dan elastisitas silang harga telur ayam sebesar 3,323, menunjukkan daging ayam broiler merupakan barang substitusi bagi daging ayam broiler.
Kata kunci: Permintaan, daging ayam broiler

The increasing number of residents of the city of Tarakan each year, it can be predicted that the amount of demand for meat as a source of animal protein will also increase, which can lead to scarcity of broiler chicken at certain times so that the price of broiler chicken meat increases. When prices increase, consumers will switch to substituted goods whose prices are cheaper than the price of broiler chicken. The objectives of this study were: (1) To determine the characteristics of consumers of broiler chicken meat. (2) Knowing the factors that affect the demand for broiler chicken. (3) Knowing the factors that most influence the demand for broiler chicken. (4) Knowing the elasticity of demand for broiler chicken in the city of Tarakan. The sampling method used in this research is the quota sampling method, which is a total of 40 samples. The type of data used is primary data. The data analysis used is multiple linear regression analysis. The results showed that the value (R) of 35.1% can be explained by the observed independent variables, while the rest is 64.9%. The F test value is 0.020, which means the independent variable price of broiler chicken (X1), price of chicken eggs (X2), income (X3), number of family members (X4), age (X5), and taste (X6) together- equally significant effect on demand for broiler chicken in the city of Tarakan. Based on the t test, the variable price of broiler chicken is 0.011, which has a significant effect on the demand for broiler chicken meat in the city of Tarakan, while the variable price of chicken eggs is 0.098, income is 0.495, the number of family members is 0.560, age is 0.457, and the taste dummy is 0.757. does not have a significant effect on the demand for broiler chicken in the city of Tarakan. The elasticity of demand for broiler chicken meat of 9.048 is elastic and the cross elasticity of chicken egg price is 3.323, indicating that broiler chicken is a substitute item for broiler chicken meat. Keywords: Demand, broiler chicken