?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+PENGETAHUAN+DAN+SIKAP+KONSUMEN+%0D%0ADALAM+MEMBELI+SUSU+KEDELAI+ECERAN+%0D%0ADI+BANDAR+LAMPUNG%0D%0A&rft.creator=Rizki+Ramadhan%2C+1014023126&rft.subject=+&rft.description=Abstrak+Bahasa+Indonesia%0D%0A%0D%0ATujuan+penelitian+ini+adalah+untuk+mengetahui+(1)+karakteristik+(2)+pola+dan+tahap+keputusan+pembelian%2C+(3)+pengetahuan+serta+(4)+sikap+konsumen+susu+kedelai+eceran.+Penelitian+dilakukan+menggunakan+metode+survei+di+empat+pasar+tradisional+di+empat+wilayah+Kota+Bandar+Lampung+yaitu+Pasar+Pasir+Gintung+(Tanjung+Karang+Pusat)%2C+Pasar+Tugu+(Tanjung+Karang+Timur)%2C+Pasar+Way+Halim+(Kedaton)%2C+Pasar+Kangkung+(Teluk+Betung+Selatan).++Sampel+penelitian+ini+terdiri+dari+100+orang.+Data+penelitian+dikumpulkan+melalui+wawancara+dengan+responden+menggunakan+kuesioner+dan+dianalisis+secara+deskriptif+dan+analisis+Model+Sikap+Multiatribut+Fishbein.++Hasil+penelitian+menunjukkan+(1)+karakteristik+konsumen+susu+kedelai+eceran+adalah+laki-laki+dan+perempuan+dengan+rentang+usia+21-60+tahun.++Sebagian+besar+pendidikan+terakhir+konsumen+adalah+lulusan+SMA+(59+%25).++Pekerjaan+konsumen+terbanyak++adalah++sebagai+Ibu+rumah+tangga+(56+%25).++Sebagian+besar+(30+%25)+konsumen+memiliki+tingkat+pendapatan+keluarga+sebesar+Rp2.000.000%2C00-Rp3.000.000%2C00+per+bulan.++(2)+Pola+pembelian+konsumen+adalah+membeli+susu+kedelai+eceran+dengan+volume+240+ml.++Frekuensi+pembelian+sebagian+besar+konsumen+adalah++sebanyak+12+kali+per+bulan.++Keputusan+pembelian+susu+kedelai+eceran+melalui+tahap+pengenalan+kebutuhan%2C+pencarian+informasi%2C+evaluasi+alternatif%2C+keputusan+pembelian+dan+evaluasi+pasca+pembelian.++(3)+Pengetahuan+konsumen+terhadap+seluruh+atribut+susu+kedelai+berada+pada+kategori+sedang.++Konsumen+umumnya+telah+memiliki+pengetahuan+yang+baik+mengenai+harga%2C+kesegaran%2C+volume%2C+dan+kandungan+gizi+kalsium.++(4)+Atribut+yang+paling+disukai+dan+dipercayai+oleh+konsumen+adalah+kemudahan+memperoleh+produk+dan+manfaat+susu+kedelai.++Skor+sikap+konsumen+terhadap+susu+kedelai+eceran+sebesar+9%2C50+berada+pada+kategori+positif+dan+sangat+disukai+oleh+konsumen.%0D%0A%0D%0AKata+Kunci+%3A+Model+Sikap+Multiatribut+Fishbein%2C+pengetahuan%2C+sikap%2C+susu+kedelai.%0D%0A%0D%0A%0D%0AAbstrak+Bahasa+Inggris%0D%0A%0D%0AThe+purposes+of+this+research+were+to+know+the+characteristics%2C+the+pattern+and++purchase+decision+phases%2C+the+knowledge+and+attitude+of+consumers+towards+retail+soy+milk.+The+reseach+was+conducted+by+survey+method+in+the+four+traditional+markets+at+four+areas+of+Bandar+Lampung+namely+Pasir+Gintung%2C+Tugu%2C+Way+Halim%2C+and+Kangkung.++The+research+samples+consisted+of+100+people%2C+in+which+data+was+collected+through+interviews+with+respondents+using+questionnaires.++The+data+was+analyzed+by+descriptive+and+Attitude+Model+of+Multi-attribute+Fishbein.++The+results+of+the+research+showed+that+the+consumers+of+retail+soy+milk+were+men+and+women+of+21-+60+years+old%2C++most+of+them+were+graduated+from+senior+high+school+(59%25).+++Most+consumers+were+housewife+(56%25)%2C+in+which+familly+income+was+Rp2.000.000%2C00-Rp3.000.000%2C00+per+month.++The+consumers+had+purchase+pattern+of+retail+soy+milk+packed+in+240+ml+volume+about+12+times+per+month.++Purchasing+decisions+of+the+retail+soy+milk+through+stages+of+the+need+recognation%2C+information+search%2C+evaluation+of+alternative%2C+purchase%2C+and+post-purchase+evaluation.++The+knowledge+of+consumer+on+all+attributes+of+retail+soy+milk+was+in+middle+category.++In+general%2C+consumers+had+good+knowledge+of+soy+milk+attributes+about+the+price%2C+freshness%2C+volume+and+calcium+content+of+retail+soy+milk.+The+attributes+most+preferred+and+trusted+by+consumers+was+the+easy+of+obtaining+the+product+and+the+benefits+of+soy+milk.+The+attitude+score+(Ao)+of+retail+soy+milk+was+9.50%3B+this+was+in+the+positive+category+and+also+highly+favored+by+consumers.%0D%0A%0D%0AKeywords+%3A+Attitude%2C+Knowledge%2C+Multi-attribute+Fishbein%2C+Soy+Milk%0D%0A&rft.publisher=Fakultas+Pertanian&rft.date=2014-10-15&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F1%2FAbstrak.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F2%2FAbstract-Bahasa%2520Inggris.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F3%2FCover%2520Dalam.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F4%2FHlm.%2520Persetujuan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F5%2FHlm.%2520Pengesahan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F6%2FRiwayat%2520Hidup.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F7%2FSanwacana.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F8%2FDaftar%2520Isi.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F4760%2F9%2FDaftar%2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