SIKAP DAN POLA PEMBELIAN BUMBU INSTAN KEMASAN OLEH KONSUMEN RUMAH TANGGA DI BANDAR LAMPUNG
Abstract: The purpose of this
research were to determine the household consumer attitudes, purchasing
patterns, and the dominant affecting factor of the instant seasoning purchase.
This research was conducted in sub-district of Kemiling and Rajabasa of Bandar
Lampung City. The number of 67 households was drawn by the method of group
stages sampling. The research data was
analyzed by Fishbein and principal component analysis. The result showed that
the pattern of instant seasoning purchases by consumers in Bandar Lampung as
follows: the average purchase frequency of instant seasoning was twice per
month, 3-4 sachet purchase amount, and the type of instant seasoning most
preferred by consumers were racik tempe and fried rice. The most preferred and
trusted attributes by consumers were the ease of obtaining the product, expired
date information and the taste. Based on the score of attitude attributes on
instant seasoning, the brand of Indofood and ease of obtaining the product got
the highest score, followed by the attribute expiration information and the
taste. The dominant factor on
influencing purchasing decisions of seasoning was formed by four main
components (factors) based on the value of the loading factors. The first component (information) consists of
expiration information, others’ influences and composition of the product. The second component (product) consists of
the influence of taste, promotions and prices.
The third component (product suitability) consists of variables brand
and conformity with the type of cuisine. The fourth component (ease of
obtaining the product) consists of variable ease of obtaining the product.
Penulis: Aria Juwita,
Wuryaningsih Dwi Sayekti, Yaktiworo Indriani
Kode Jurnal: jppertaniandd150943