PENGAMBILAN KEPUTUSAN DAN SIKAP KONSUMEN RUMAH TANGGA DALAM MEMBELI BERAS SIGER TOGA SARI DAN MEKAR SARI
Abstract: This research aims
to analyze the stages of decision-making and consumer’s attitude on buying
siger rice Toga Sari and Mekar Sari.
This research was conducted by a survey at Villages of Wira Agung Sari,
Subdistrict of Penawartama of Tulang Bawang Regency, and at Villages of
Margorejo, Subdistrict of South Metro of Metro City. These villages were selected on purpose.
Research data was collected in August until November 2015. The number of respondents in this research as
many as 89 were chosen by accidental sampling method. The data was analyzed by descriptive
qualitative and multiatribute Fishbein. The results showed that the
decision-making on buying siger rice by the household consumers was began by
the state of introduction in which consumer needs of siger motivated to consume
rice for some reasons, i.e benefits achieved. Most consumers know rice siger
information through the family and evaluate the benefits of the product to be
an attribute that the primary consideration in buying. The majority of consumers
buy siger yellow rice with the distance to the place of purchase one to five
kilometers , and evaluate post-purchase consumers were satisfied in buying rice
siger and still buy rice siger despite the price increase on the grounds
provide health benefits. The results of the multiatribute Fishbein analysis,
household consumer’s attitude in buying siger rice Toga Sari really like, while
the siger rice Mekar Sari shows the attitude is like.
Penulis: Annisa Parastry, Dyah
Aring Hepiana Lestari, Fembriarty Erry Prasmatiwi
Kode Jurnal: jppertaniandd170611