Sastra Delila, 1014023127 (2014) PENGAMBILAN KEPUTUSAN RUMAH TANGGA DALAM MEMBELI SAUS SAMBAL BOTOL DI BANDAR LAMPUNG. FA PERTANIA, UNIVERSITAS LAMPUNG.
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COVER DALAM.pdf Download (9Kb) | Preview |
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LEMBAR PERSETUJUAN.pdf Download (619Kb) | Preview |
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LEMBAR PENGESAHAN.pdf Download (602Kb) | Preview |
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RIWAYAT HIDUP.pdf Download (81Kb) | Preview |
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Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh atribut-atribut saus sambal botol terhadap pengambilan keputusan dalam membeli saus sambal botol di Bandar Lampung, menganalisis faktor-faktor yang mempengaruhi pembelian saus sambal botol di Bandar Lampung. Penelitian menggunakan metode survei, dengan analisis kuantitatif. Lokasi penelitian ditentukan dengan metode gugus bertahap. Jumlah sampel sebanyak 81 rumah tangga, dengan ibu rumah tangga sebagai responden yang diperoleh menggunakan pengambilan sampel acak sederhana. Pengambilan sampel dilakukan pada bulan April-Mei 2014. Analisis data yang digunakan adalah analisis konjoin dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa atribut saus sambal yang paling disukai adalah rasa pedas, warna orange pekat, ukuran lebih besar dari 250 ml (>250 ml), dan kemasan botol beling. Sebagian besar responden memilih merek ABC dan Indofood untuk dikonsumsi, hal ini karena rasa yang pedas, kualitas lebih baik dan harga terjangkau, faktor-faktor yang berpengaruh secara signifikan terhadap pembelian saus sambal botol yaitu harga saus sambal botol, tingkat pendidikan , pendapatan, merek dan iklan. The objective of this research were to know the effect of bottled chilli sauche atributes to decision making of buying bottled chili sauce and the influencing buying factors on bottled chilli sauce in Bandar Lampung. This research employed qualitative and quantitative survey method. The location was determined by using stage groups method. The total samples of 81 household whose housewives served as respondents were chosen by simple random sampling from the groups. This research data was collected in April - May 2014. The data was analyzed by conjoint and multiple linear regression analysis. The result of conjoint analysis showed that the most preferred attributes of bottled chili sauce were spicy, reddish orange color, bigger than 250 ml and packaging in glass bottle. Most of the respondents choose ABC and Indofood brands as their bottled chili sauce because of the quality, hot taste and good price. The factors that significantly influenced the buying of bottled chili sauce were the price, wife’s education, household income, the dummy variables of brand and advertisement.
| Tipe Karya Ilmiah: | Skripsi |
|---|---|
| Subyek: | > Karya Karya Umum = 000 |
| Program Studi: | Fakultas Pertanian > Prodi Agribisnis |
| Depositing User: | 6438041 . Digilib |
| Date Deposited: | 31 Dec 2014 02:53 |
| Last Modified: | 31 Dec 2014 02:53 |
| URI: | http://digilib.unila.ac.id/id/eprint/6286 |
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