?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=KAJIAN+PERILAKU+KONSUMEN+MAHASISWA+DAN+KINERJA+ATRIBUT+PRODUK+MINUMAN+MILK+TEA+%E2%80%9CMAICA%E2%80%9D%0D%0A(Studi+Kasus+Di+Lingkungan+Universitas+Lampung)%0D%0A&rft.creator=Fandi+Santoso%2C+1114051020&rft.subject=Pertanian+(+Umum+)&rft.description=Penelitian+ini+bertujuan+mengetahui+perilaku+konsumen+terhadap+minuman+%E2%80%9Cmilk+tea+maica%E2%80%9D%2C+menganalisis+tingkat+kepentingan+dan+kinerja+atribut+produk+minuman+%E2%80%9Cmilk+tea+maica%E2%80%9D+berdasarkan+pendapat+dari+konsumen+serta+tingkat+prioritas+atribut-atribut+pada+produk+%E2%80%9CMaica%E2%80%9D+untuk+meningkatkan+produktifitas+pemasaran+produk.+Penelitian+ini+menggunakan+metode+survei+perilaku+konsumen+menggunakan+kuesioner+dan+wawancara%2C+dianalisis+dengan+menggunakan+importance+performance+analysis+dan+deskriptif.+Hasil+penelitian+menjelaskan+bahwa+mayoritas+konsumen+berjenis+kelamin+perempuan%2C+sumber+dana+kuliah+berasal+dari+orang+tua%2C+rata-rata+pengeluaran+perbulan+sebesar+Rp.1.000.000%E2%80%93+Rp.1.500.000.+Motivasi+awal+mengkonsumsi+sekedar+coba-coba+dengan+manfaat+menghilangkan+dahaga.+Sumber+informasi+berasal+dari+teman+dengan+atribut+harga+yang+menjadi+fokus+utama.+Minuman+milk+tea+maica+lebih+diminati+dibandingkan+niu+milk+tea+atau+produk+minuman+sejenis+dengan+merek+lain+dengan+alasan+mengkonsumsi+memiliki+cita+rasa+yang+lebih+enak.+Konsumen+memutuskan+pembelian+secara+mendadak+dengan+frekuensi+konsumsi+2+kali+per+minggu+dan+rasa+green+tea+adalah+varian+rasa+yang+paling+diinginkan.+Konsumen+bersedia+melakukan+pembelian+ulang%2C+tetapi+akan+mencari+merek+alternatif+pengganti+bila+milk+tea+maica+tidak+tersedia+di+tempat+biasa+membeli.+Konsumen+tidak+bersedia+melakukan+penggantian+merek+dan+bersedia+merekomendasikan+kepada+orang+lain+untuk+mengkonsumsi+milk+tea+maica%2C+atribut+produk+yang+memiliki+tingkat+kepentingan+skor+tertinggi+yaitu+kehalalan+produk+(4%2C68)+dan+yang+memiliki+tingkat+kinerja+skor+tertinggi+yaitu+rasa+(4.31)+dari+skor+maksimal+yaitu+(5)%2C+atribut+yang+termasuk+dalam+prioritas+utama+(Kuadran+I)+adalah+atribut+kekhalalan+produk%2C+komposisi+produk+%2F+adanya+label%2C+tanpa+zat+pengawet+pemanis+pewarna+buatan+dan+atribut+memiliki+izin+Kemenkes%2FPemerintah.+Atribut-atribut+dalam+tahap+pertahankan+prestasi+(Kuadran+II)+adalah+atribut+kebersihan+produk%2C+tanggal+kadaluarsa+dan+rasa.+Atribut+dengan+tingkat+prioritas+rendah+(Kuadran+III)+adalah+atribut+bentuk+ukuran+kemasan%2C+ciri+khas+desain+kemasan+dan+harga.+Atribut+yang+termasuk+dalam+kategori+berlebihan+(Kuadran+IV)+adalah+atribut+kemudahan%2Fkenyamanan+mengkonsumsi%2C+ketersediaan+produk%2C+warna%2C+aroma%2C+dan+after+taste.%0D%0A%0D%0A%0D%0AKata+kunci+%3A+%E2%80%9Cmilk+tea+maica%E2%80%9D%2C+perilaku+konsumen%2C+kinerja+atribut+produk%0D%0A%0D%0A%0D%0A%0D%0AABSTRACT%0D%0A%0D%0AThe+aim+of+this+reseach+was+to+study+customers+behaviors+on+milk+tea++drinks+%E2%80%9CMaica%E2%80%9D%2C+and+analyze+the+preference+attributes+of++%E2%80%9CMaica%E2%80%9D+based+on+consumers+opinion+to+increase+market+productivity.+This+research+applied+consumer+behavior+survey+method+of+milk+tea+drinks+%E2%80%9CMaica%E2%80%9D+using+survey+and+interview%2C+then+a+data+were+analyzed+using+descriptive+and+importance+performance+analysis.+The+results+showed+that+the+majority+of+consumers+who+consumed+milk+tea+maica+are+women%2C+who+has+pocketmoney+from+their+parents+as+much+as+1.000.000+to+1.500.000+rupiah%2Fmonth.+The+earlier+motivation+was+just+out+of+curiosity+to+deprive+their+thirst.+The+source+of+information+consumers+in+consuming+milk+tea+maica+derived+from+friends+with+attribute+%E2%80%98price%E2%80%99+to+be+the+main+focus.+Milk+tea+drinks+maica+is+more+prefered+than+niu+milk+tea+or+product+similar+with+other+brands+with+the+reason+of+better+consuming+the+flavor.+Consumers+decided+to+purchase+with+the+frequency+of+the+consumption+twice+per+week+and+green+tea+flavor+was+the+most+desirable+flavors.+Consumers+were+willing+to+do+the+purchase+many+times%2C+but+will+find+alternative+products+as+a+substitute+for+milk+tea+maica+if+it+weren%E2%80%99t+available+in+a+place+where+to+used+to+buy+them.+Consumers+were+not+not+willing+to+replace+the+brand+and+willing+to+recommend+to+others+to+consume+milk+tea+maica.+Customers+behavior+on+milk+tea+drinks+%E2%80%9CMaica%E2%80%9D+generating+level+of+preference+was+good%2C+best+product+attribute+that+has+the+highest+interest+was+product+legality+(4%2C68)+and+best++product+attributes+that+has+the+highest+performance+in+tastes+(4.31)+from+the+maximal+score+(5)%2C+and+the+attributes+that+included+in+the+main+priority+(Quadrant+I)+were+products+legality%2C+product+composition%2F+the+label%2C+no+preservative%2C+no+sweetener+and+color+additives%2C+and+has++government+permission.+The+attributes+that+included+in+the+middle+priority+(Quadrant+II)+were+products+sanitation%2C+expired+date+and+tastes.+The+attributes+that+included+in+low+priority+(Quadrant+III)+were+size+packaging+products%2C+design+packaging+and+price.+The+attributes+that+included+in+a+exaggeration+category+(Quadrant+IV)+were+pleasure+of+consumption%2C++products+availability%2C+colors%2C+scents%2C+and+after+taste.%0D%0A%0D%0AKeywords%09%3A%09%E2%80%9Cmilk+tea+maica%E2%80%9D%2C+consumer+behavior%2C+preference+attributes%0D%0A&rft.publisher=UNIVERSITAS+LAMPUNG&rft.date=2016-08-22&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F24110%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F24110%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F24110%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Fandi+Santoso%2C+1114051020++(2016)+KAJIAN+PERILAKU+KONSUMEN+MAHASISWA+DAN+KINERJA+ATRIBUT+PRODUK+MINUMAN+MILK+TEA+%E2%80%9CMAICA%E2%80%9D+(Studi+Kasus+Di+Lingkungan+Universitas+Lampung).++UNIVERSITAS+LAMPUNG%2C+FAKULTAS+PERTANIAN.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F24110%2F