Analisis Sikap Mahasiswa Fakultas Pertanian Universitas Andalas Terhadap Konsumsi Minuman Cokelat di Kota Padang

Authors

  • Shyanna Chomayrah Universitas Andalas
  • Lora Triana Universitas Andalas
  • Rusda Khairati Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v3i3.432

Keywords:

coklat, sikap konsumen, fishbein

Abstract

Penelitian ini bertujuan mendeskripsikan proses pengambilan keputusan Mahasiswa Fakultas Pertanian Universitas Andalas terhadap minuman cokelat di Kota Padang dan menganalisis sikap Mahasiswa Fakultas Pertanian Universitas Andalas terhadap minuman Chocolate Changer dan BanBan. Metode yang digunakan ialah metode survey. Konsumen yang dijadikan responden ditentukan secara Purposive sampling dengan jumlah responden sebanyak 95 orang. Penelitian ini menggunakan analisis deskriptif untuk mendeskripsikan karakteristik umum konsumen dan tahap pengambilan keputusan konsumen minuman cokelat serta menggunakan analisis multiatribut fishbein untuk mengukur sikap konsumen. Hasil yang didapatkan adalah responden lebih menyukai kinerja atribut minuman cokelat Chocolate Changer yang memiliki nilai sikap keseluruhan  sebesar 118,84 point, sedangkan minuman cokelat BanBan sebesar 104,22 point. Atribut minuman cokelat Chocolate Changer yang dianggap baik (positif) oleh konsumen adalah atribut rasa, nama merek, nilai gizi, promosi, kemasan, dan lokasi. Sedangkan pada minuman cokelat BanBan atribut yang dianggap baik (positif) adalah rasa, kemasan dan lokasi. Berdasarkan penelitian yang telah dilakukan saran yang dapat diberikan adalah produsen dan pemasar disarankan agar meningkatkan kualitas produk  yang sangat dipertimbangkan oleh konsumen. KataKunci: Minuman Cokelat, Multriatribut Fishbein, Sikap Konsumen.

References

J. Setiadi, Nugroho. 2010. Perilaku Konsumen. Penerbit PT. Kencana Prenanda Media: Jakarta.

Maulidi, Hafrina. 2018. Analisis Faktor-Faktor Yang Mempengaruhi Proses Pengambilan Keputusan Konsumen Dalam Pembelian Minuman Chocolate Changer Di Kota Padang. [Skripsi]. Padang. Universitas Andalas.

Sugiyono. 2013. Metode Penelitian : Kuantitatif, Kualitatid dan R&D. Bandung : Alfabeta.

Sugiyono.2015. MetodePenelitian Kuantitatif Kualitatif dan R&D. Bandung. Alfabeta.

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Umar H. 2003. Metode Riset Perilaku Konsumen Jasa. Jakarta: PT Ghalia Indonesia

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Published

2023-08-22

Issue

Vol. 3 No. 3 (2021): December

Section

Research Articles

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