ANALISIS PERSEPSI KONSUMEN TENTANG ATRIBUT PRODUK YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BREM PADAT DI KOTA MADIUN
ABSTRACT: The research was
made to analyze any attributes that influence the decision of buying of solid
brem in Madiun town outlets. All attributes that might have been considered in
buying decision of solid brem was listed by interviewing its consumers. The
most popular brand was eventually used as a product reference. The perceived
quality was then determined upon the consumers’ selection on the listed
attributes. The respondents were consumers at the outlets in Madiun town, the
centre of solid brem produced in Java. The number of respondents, i.e. 80, was
determined based on a linear time function. The data collected was then analyzed
by means of the Cochran Q Test. Finally, an assessment was made on the
performance of attributes of two other brands of solid brem in comparison with
the product reference.
Amongst the 13 attributes listed influencing consumers in buying of solid
brem, only nine of them were considered to be important, namely: the brand,
packaging material, ability of packaging material protecting the quality of
product, brem colour, expire date, taste, halal warrants, sales (outlets)
location and availability of product. Whilst the packaging shape, packaging
colour, brem composition and cleanliness were not considered as the important
ones. The results indicated that the brand, expired date, and taste were
considered to be the prominent attributes. It was obvious that the product
reference of solid brem was rated better in these three attributes than the
other two competitors.
Key words: consumer perception, product attribute, solid brem
Penulis: Siti Asmaul
Mustaniroh, Retno Astuti, dan Dinar Widyaningtias
Kode Jurnal: jppertaniandd060009
