ANALISIS PEMASARAN DAN SIKAP KOSUMEN TERHADAP PEMBELIAN IKAN PATIN SALAI UMKM BINAAN INKUBATOR AGRIBISNIS UR
Abstract: The fisheries
sector(which is madeup of capturefisheries and aquaculture) is one of the most
important household economics in Kabupaten Kampar, both from economic and
social standpoints. The fisheries, particularly catfish, have also significant
role in supplying community’s consumption for animal protein in the area,
increasing fishermen revenue, and providing employment opportunities. Given the
nature of the fishery products as a perishable product, the most common method
to preserve the fish is by smoking the fish. The smoked fisheries industry
further supports almost 12 % of households (directly and indirectly), and
contributes to the livelihood, employment, and household food security,
especially forcommunities live along the Kampar’s Delta. Currently, several
fisheries small-holder’s enterprises were assisted by The Agribusiness
Incubator, University of Riau, in terms of processing, packaging, and marketing
techniques. This research was aimed to study marketing and behavioural analysis
of smoked catfish produced by the enterprises.
Most of the respondents are at productive age (15-54 years), with a high
school education or equivalent level, and the average amount of revenue per
month ranged between Rp. 2,600,000 to Rp. 5,000,000. The respondent’s family members are in the
category of small (2-3 people). The respondents mostly purchase the smoked
catfish directly to the Wholesale/Dealer/Collector. The respondent’s purchasing
decision is mostly affected by the following product attributes: packaging, point
of sale location, and service offered by the seller. Plotting the product’s
attributes in the Cartessian diagram shows that the first quadrant is filled by
the following attributes: product’s aroma, brand, price, and smoked fish color.
The second quadrant is described by hygienic properties, weight per pack,
taste, and saltiness property. Meanwhile, for the third quadrant is positioned
by the products’s nutrition information and labeling; as well as for the fourth
quadrant is the location of sales, service sales, and forms of packaging. Based
on the analysis of Fishbein’s Multiatributes, the respondent’s attitude is
considered as fairly-good on the multiattributes categorical approach.
Keywords: Smoked Catfish,
Consumer’s Behaviour, Fishbein’s Multiatribute, Cartessian Coordinate Analysis
Penulis: Juliati Samosir,
Ahmad Rifai, Fajar Restuhadi
Kode Jurnal: jppertaniandd150681