Analisis Perilaku Konsumen Terhadap Pembelian Jamur Tiram di Kota Pekanbaru
Abstract: This research was
conducted in the city of Pekanbaru which aims to analyze the attitudes and
behavior of consumers towards products of oyster mushroom in the city of
Pekanbaru. The method of analysis used in this study refers to analytical
techniques in the reasoned action theory, the model developed by Fishbein.
Purchase product attributes oyster mushroom is the price, taste, size, texture,
nutritional content, health benefits and obtained easily. In the analysis of
consumer confidence towards the oyster mushroom show attributes of health
benefits and nutritional content are the main factor in buying products of
oyster mushrooms followed by factor of texture, flavor, size. While the results
of the evaluation of substances attribute analysis are the main factor in the
purchase of mushrooms followed by factor of health benefits, flavor and
texture. Consumer attitudes toward the oyster mushroom is good or fairly good,
its value is 23.72. Consumer confidence
shows the influence of subjective norm referent (legality of the product and
all people around) there arises on purchasing decisions oyster mushrooms. Consumer behavior in purchasing products of
oyster mushrooms showed positive results the value is 710.70. This means that
the purchasing of oyster mushrooms is good, personality characteristics and
self-concept of consumer in placing the products of oyster mushroom are
positive by the manufacturer.
Penulis: Eka Sunarya Putri,
Eliza, Evy Maharani
Kode Jurnal: jppertaniandd140649
