ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SINGKONG KEJU DI ARGOTELO SALATIGA

Melfa Br Sirait(1*), Bayu Nuswantara(2)

(1) Universitas Kristen Satya Wacana (UKSW) Salatiga
(2) Universitas Kristen Satya Wacana (UKSW) Salatiga
(*) Corresponding Author

Sari


Cassava is one of the staple foods for most of the Indonesian population which is in great demand by people from various circles. Because in addition to the cheap price and the easy way to get it. The easy process of planting cassava is also one of the reasons why cassava is in great demand by the public. This study aims to determine the characteristics of respondents, make decisions and analyze consumer attitudes towards attributes. This research was conducted in Argotelo in the Salatiga area of Central Java. The type of research used is descriptive quantitative research. The sampling technique used is convenience sampling with a sample size of 40 respondents. Sources of data were obtained from interviews, questionnaires, literature study, and documentation. The data analysis techniques used are Descriptive Analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results showed that the characteristics of consumers aged 20 to 28 years were married with income below Rp. 2,500,000 as private employees and have the latest diploma or bachelor's education (S1, S2, S3). The decision-making stage is the introduction of needs, information search, evaluation of alternatives, purchase, and results. The consumer satisfaction index is 86.40%, which means that consumers are very satisfied with the cassava cheese products in Argotelo. There is no priority for performance on attributes that need to be improved, but in quadrant II the taste and quality need to be maintained and in quadrant III it needs to be encouraged or developed, especially brand attributes so that consumer expectations for the brand are higher


Kata Kunci


Keputusan Pembelian, Perilaku Konsumen, Singkong, Customer Satisfaction Index, Importance Performance Analysis

Teks Lengkap:

PDF

Referensi


Anggraini V, Prasmatiwi FE, dan Santoso H. 2013. Analisis tingkat kepuasan dan loyalitas konsumen gula pasir merek Gulaku di Kota Bandar Lampung. JIIA, 1 (2) :149-155.

Badan Pusat Statistik. 2015. Kontribusi Tanaman Pangan Terhadap PDB Sektor Pertanian Tahun 2004-2013. Badan Pusat Statistik. Jakarta.

Djuardi, Anton. 2009. Cassava Solusi Pemberagaman Pangan. Jakarta: Grasindo.

Hanaysha JR. 2017. An Examination of The Factors Affecting Consumer`s Purchase Decision in The Malaysian Retail Market. PSU Research Review: An International Journal 2(1): 7-23.

Misbahudin, Hasan I. 2013. Analisis Data Penelitian dengan Statistik. Jakarta (ID): PT Bumi Aksara.

Rosdiana, Lissa Noer. 2016. Analisis Peningkatan Kualitas Pelayanan Mahasiswa Magister Manajemen Teknologi ITS dengan Metode SERVQUAL dan Importance Performance Analysis (IPA). Journal of Research and Technology 2(1). Institut Teknologi 10 November Surabaya

Sabarella Msi 2017. Analisis Kinerja Perdagngan Komoditas Ubi Kayu. Jakarta (ID): Pusat Data dan Informasi Pertanian, Kementerian Pertanian.

Saidan, B,. dan Arifin, S. 2012. Pendaruh Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen dan Minat Beli Pada Ranch Market. Riset Manajemen Sains Indonesia (JRMSI), 3(1), 1-22.

Santoso, Singgih. (2018). Menguasai Statistik dengan SPSS 25. Jakarta: PT Elex Media Komputindo

Soenarso. 2004. Memelihara Kesehatan Jasmani Melalui Makanan. Bandung: ITB press.

Suryawan, S dan Dharmayanti, D. (2013). Analisa Hubungan Antara Experential Marketing, Customer Satisfaction Dan Customer Loyalty Cafe Nona Manis Grand City Mall Surabaya. Jurnal Manajemen Pemasaran. 2 (3) : 3.

Syamsuddin, dkk. 2011. Metode Penelitian Pendidikan Bahasa. Bandung: PT. Remaja Rosdakarya.




DOI: http://dx.doi.org/10.31602/zmip.v46i3.5253

Refbacks

  • Saat ini tidak ada refbacks.


##submission.copyrightStatement##

 

    

 

 

This work is licensed under a Creative Commons Attribution 4.0 International License.