ANALISIS SIKAP KONSUMEN DALAM MENGONSUMSI MADU SIALANG PRODUKSI MR. HONEY DI KOTA PEKANBARU
Abstract: Small medium
enterprise (SME) Mr. Honey is an SME that is run by a student of Agribusiness
Department Faculty of Agriculture University of Riau in Pekanbaru City. The
product is still very simple, nevertheless demand on Mr. Honey’s product is
still continuing. This may happen due to some attributes on Mr. Honey’s product
that become the consideration for consumers, so the consumers keep purchasing
the product from Mr. Honey. The research aims to analyze the consumers’
characteristic, consumers’ attitude, and to figure out the performance of SME
Mr. Honey. The results showed that the characteristic of Mr. Honey’s consumers
were single and productive young female, acquiring higher education, as well as
having proper and well paid job. The attitude of consumers was positve, shown
by the score 20.18 which meant it was good.The performance on attributes that
must be maintained by SME Mr. Honey were hygiene attribute, originalitiy, ease
in obtaining, and fair price. Meanwhile, the attributes that were include as main
priority to be improved were the attachment of nutrition facts on the product,
brand, Label of National Agency of Drug and Food Control, and also packaging of
Mr. Honey’s products.
Penulis: Rangga Rahadi Putra,
Rosnita
Kode Jurnal: jppertaniandd150506
