PENGETAHUAN DAN SIKAP KONSUMEN DALAM MEMBELI YOGHURT DI BANDAR LAMPUNG

Kahfindra Khalik Kabuli , 1014023068 (2017) PENGETAHUAN DAN SIKAP KONSUMEN DALAM MEMBELI YOGHURT DI BANDAR LAMPUNG. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.

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Abstrak

Penelitian ini bertujuan untuk mengetahui: (1) pola dan proses pengambilan keputusan pembelian yoghurt cair, (2) pengetahuan konsumen, dan (3) sikap konsumen terhadap produk yoghurt cair di Bandar Lampung. Penelitian ini menggunakan metode survei dengan jumlah responden sampel sebanyak 96 orang. Pengambilan sampel dilakukan dengan metode accidental sampling. Analisis data yang digunakan dalam penelitian ini adalah uji validitas dan reliabilitas kuesioner serta deskriptif kualitatif dan model multiatribut Fishbein. Atribut yang digunakan dalam penelitian ini adalah harga, variasi rasa, merek, volume, informasi kadaluarsa, kondisi kemasan, kandungan gizi, iklan, cita rasa, label halal dan kemudahan mendapatkan produk. Hasil penelitian ini menunjukkan bahwa: (1) pengambilan keputusan pembelian yoghurt dilakukan melalui lima tahap yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian dan pasca pembelian, (2) pengetahuan konsumen yoghurt cair termasuk dalam kategori baik serta (3) atribut yang paling disukai dan dipercayai oleh konsumen adalah label halal. Kata kunci: konsumen, pengetahuan, sikap, yoghurt cair abstract This study aims to determine: (1) the pattern and decision making process on purchasing liquid yogurt, (2) the consumer's knowledge on liquid yoghurt products, and (3) the consumer’s attitude toward liquid yoghurt product in Bandar Lampung. This study uses survey method involving 96 respondents who are drawn by accidental sampling method. The method of data analysis used in this study are the validity and reliability test for questionnaires as well as descriptive qualitative analysis and analysis of Fishbein multiattribute model. The attributes use in this study are price, taste of variation, brand, volume, expired date information, packaging condition, nutritional content, advertisement, taste, halal label and the ease of getting the product. The results of this study shown that: (1) decision making was done through five stages: the introduction of needs, information search, alternative evaluation, purchase decision and post purchase, (2) consumer knowledge of liquid yoghurt was in good category, (3) the most favored and trusted attribute by consumers was the halal label. Key words: attitude, consumer, knowledge, liquid yoghurt

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HN Social history and conditions. Social problems. Social reform
Pertanian > Pertanian ( Umum )
Program Studi: Fakultas Pertanian > Prodi Agribisnis
Depositing User: 23588862 . Digilib
Date Deposited: 26 Oct 2017 08:11
Last Modified: 26 Oct 2017 08:11
URI: http://digilib.unila.ac.id/id/eprint/28962

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