PERMINTAAN DAN KEPUASAN KONSUMEN RUMAH TANGGA DALAM MENGONSUMSI KECAP DI BANDAR LAMPUNG
ABSTRACT: The objectives of
this research were: to assess the demand of soy sauce at the household level
and its influencing demand factors, to analyze the degree of satisfaction and
the factors that influence consumer’s satisfaction in consuming soy sauce in
Bandar Lampung. The study was conducted by a survey method in Beringin Raya
Village of Kemiling Sub District and Sawah Brebes Village of East Tanjung
Karang Sub District, Bandar Lampung. The number of samples in this research was
76 people who were taken by Simple random sampling method. The data collection
was conducted from April to June 2014. The factors that influenced consumer
demand were analyzed by Cobb Douglas Analysis Function; the satisfaction of
degree was analyzed by Customer Satisfaction Index (CSI), whereas the factors
that influenced satisfaction of household consumers was analyzed by Logistic
Regression Analysis. The result of this research showed that the demand of soy
sauce of the household consumer was 501 ml/month. The factors that influenced
the demand of soybean sauce were the price of soybean sauce, the price of
sugar, income level, and number of family members. A total of 53 consumers were
satisfied with the performance of soy sauce. Factors that influenced the level
of customer satisfaction were age, duration of consumption, the price of soy
sauce, and location of purchase.
Penulis: Ludi Satria Ariesman,
Fembriarti Erry Prasmatiwi, Yaktiworo Indriani
Kode Jurnal: jppertaniandd150929