Analisis Perilaku Konsumen Dalam Mengkonsumsi Beras Anak Daro (Studi Kasus pada Perumahan Pandau Permai Kabupaten Kampar)
Abstract: The
research was conducted in Pandau Permai Housing Complex Kampar Regency, for 5
mounth start from April until August 2013. Respondents was 99 people and
selected by purposive sampling. The study aims to determine consumer behavior
in consuming anak daro rice by analyzing consumer attitudes and subjective
norms. The method of analysis used in
this study refers to analytical techniques in the reasoned action theory by Fishbein.
The result depict that consumer attitudes in consuming anak daro rice show the
positive value upon attributes brand, price, taste, cleanliness, color, texture
or shape and the ease of obtaining attribute, while aroma attributes shows the
negative value. The highest value of the attribute is taste attribute.
Consumer’s subjective norm in consuming anak daro rice shows that attributes of
income rate and attributes of people-surrounding gain the positive value, and
attributes of people- surrounding gains the highest score. Consumer behavior in
consuming anak daro rice shows the results that consumer interest in consuming
anak daro rice is quite high.
Cartesian diagram was used to analyze the rate of consumer confidence and
interest in consuming anak daro rice. The result of the Cartesian diagram is,
there is no attribute of anak daro rice in quadrant I (The Top Priority). In
quadrant II (Maintain Achievement) there are attributes of taste, brand, price
and cleanliness of the anak daro rice, for quadrant III (Low Priority) there
are attributes of color and aroma of anak daro rice and there are attributes
texture or shape and ease in obtaining of anak daro in quadrant IV (Excessive).
Penulis: Chrisda Oktiadi,
Rosnita , Ermi Tety
Kode Jurnal: jppertaniandd140573