PENGAMBILAN KEPUTUSAN RUMAH TANGGA DALAM MEMBELI SAUS SAMBAL BOTOL DI BANDAR LAMPUNG
Abstract: The objective of
this research were to know the effect of bottled chilli sauche atributes to
decision making of buying bottled chili sauce and the influencing buying
factors on bottled chilli sauce in Bandar Lampung. This research employed
qualitative and quantitative survey method. The location was determined by
using stage groups method. The total
samples of 81 household whose housewives served as respondents were chosen by
simple random sampling from the groups. This research data was collected in
April - May 2014. The data was analyzed by conjoint and multiple linear
regression analysis. The result of conjoint analysis showed that the most
preferred attributes of bottled chili sauce were spicy, reddish orange color,
bigger than 250 ml and packaging in glass bottle. Most of the respondents
choose ABC and Indofood brands as their bottled chili sauce because of the
quality, hot taste and good price. The
factors that significantly influenced the buying of bottled chili sauce were
the price, wife’s education, household income, the dummy variables of brand and
advertisement.
Penulis: Sastra Delila,
Yaktiworo Indriani, Suriaty Situmorang
Kode Jurnal: jppertaniandd150915
