PERMINTAAN DAN KEPUASAN KONSUMEN RUMAH TANGGA DALAM MENGONSUMSI SUSU BUBUK DI BANDAR LAMPUNG
Abstract: The purposes of this
research are to investigate the demand of powdered milk at the household level,
to know what factors that influence the demand, to analyze satisfaction level and
to know the influencing factors of household consumer satisfaction on consuming
powdered milk in Bandar Lampung. This
research was conducted by purposive survey method in traditional, modern, and
minimarket in Bandar Lampung. The
samples of this research were 80 people that taken by accidental sampling
method. Data collection was conducted
from August until November 2014. The
demand level and its influencing factors were analyzed by using Cobb Douglass
function, satisfaction of consuming powdered milk was measured by costumer
satisfaction index (CSI), where as the factors that influenced household
consumer satisfaction was analyzed by logistic regression analysis. The result of this research showed that
demand of powdered milk which consumed by household consumer was 670 g/
month. The factor that influenced
powdered milk demand was powdered milk cost, liquid milk cost, and income
level. There were 61 consumers felt
satisfy with powdered milk performance.
Factors that influence consumer satisfaction level was powdered milk
cost and buying location.
Penulis: Ervina Virgawati
Putri, Fembriarti Erry Prasmatiwi, Rabiatul Adawiyah
Kode Jurnal: jppertaniandd150951
