PERILAKU KONSUMEN TERHADAP MANGGA ARUMANIS DI TIGA KOTA BESAR DI INDONESIA
Sari: The value of imports of
fruit in Indonesia also continued to increase, and in the reality import of the
fruit is not least of which is a tropical fruit that can be grown in this
country and has been cultivated on a massive scale by farmers, one of them is mango of
Arumanis. On the other hand, consumer behavior tend to be very complex
and is influenced by emotions, motives and attitudes.For the reason the understanding
of concerning behavior of consumer become relevant because the information
generated has aspects to like to (a) devise a strategy development, production
and marketing of the product, (b) compile policy of public related to
protection of consumer and producer and (c) continue with new ideas to
producers to not merely sell products and to consumers to be more careful and
prudent in making decisions.Research location is three metropolis including especial consumer of horticulture
product that is Jakarta (DKI), Bandung ( West Java) and Padang ( West Sumatra).
Responden of consumer survey is selected household consumer at random. Amount
of consumer responder in] third the town is West Java = 123 people; Glorious
DKI = 110 West Sumatra and people = 106 people, become totally = 339 people.The
main analytical tool used is descriptive statistics, cross tabulation, chi
square test and the Kruskal Walls to determine the relationship of various
product attributes and socio-economic conditions through the use of SPSS
statistical program. The results showed the majority of respondents have age
between 30-49 years or are of childbearing age, with the majority of education
above high school and is a housewife who works.Somewhat different
characteristics occurred in Padang where housewives mostly working (70.8%),
education <SLTA which a little (1.9%)
and > SLTA large enough (61.3%), while in Bandung partially big housewife
does not work (53.7%). Taste is an indicator of the most dominant in the
purchase arumanis mango, flesh color followed. The first criterion is the most
preferred by consumers in the city of Jakarta and Padang having arumanis mango
scent, 4biji/kg fruit size, price Rp. 4,000-Rp. 6.999/kg, was the order of the
two is the fragrant aroma of mango Arumanis, 2biji/kg fruit size, price Rp. 4000 to Rp. 6.999/kg,
is for the city of Bandung was the first order is preferred by consumers that
have a mango Arumanis fragrant aroma, fruit size 2biji/kg, price Rp. 4,000-Rp.
6.999/kg and order both mango Arumanis having fragrant aroma, fruit size
4biji/kg, price Rp. 4,000-Rp. 6.999/kg
Kata Kunci: Mango of Arumanis;
Consumen behavior; Jakarta; Bandung; Padang
Penulis: Tutik Setyawati
Kode Jurnal: jppertaniandd120129
