PERILAKU KONSUMEN PADA PEMBELIAN BERAS BERMERK DI KABUPATEN JEMBER DAN FAKTOR YANG MEMPENGARUHINYA
Abstract: This study was
carried out to (1) seek to identify underlying factors influencing consumers’
decision to purchase branded packaged-rice; (2) understand whether packaging
and brand are important factors influencing consumers’ decision t purchase
packed-rice; (3) analyze consumers’ perception toward the function of brand in
a packed-rice; and (4) seek to identify correlation between the level of income
as well as education of consumers and their response to brand-factor on their
decision to purchase a branded packaged-rice. The results of analysis show that
brand and packaging were amongst important factors influencing consumer
behavior on purchasing packed rice. Based on their importance, factors
influencing consumer behavior on purchasing branded packaged-rice respectively
were perceived quality; price; brand; purchasing place; source of information
(reference); rice physical quality; product packaging; and promotion. Consumers
mostly agree that brand is associated with several positive dimension of their
perception. According to consumers, the dimensions associated with brand-factor
respectively were product aesthetics, product performance, consumer
satisfaction, product hygiene, product reliability and availability of the
product. No correlation was found between the consumers’ level of income and
their decision to purchase branded packaged-rice, but significant correlation
was found for consumers’ level of education. This indicates that level of
education potentially can be utilized to segment the branded packaged-rice
market.
Keywords: Rice, Consumer
behaviour, Brand, Labelling
Penulis: Joni Murti Mulyo Aji,
Agung Widodo
Kode Jurnal: jppertaniandd100056
