Persepsi dan Perilaku Konsumen Mahasiswa IPB terhadap Konsumsi Susu UHT dan Susu Pasteurisasi
Abstract
Mahasiswa sebagai penerus bangsa harus memenuhi kecukupan gizi, salah
satunya dengan mengonsumsi susu. Penelitian ini bertujuan mengetahui persepsi
dan perilaku konsumen mahasiswa IPB terhadap konsumsi susu UHT dan susu
pasteurisasi. Responden contoh dalam penelitian ini sebanyak 203 mahasiswa IPB
dari berbagai fakultas yang dipilih dengan menggunakan tenik penarikan contoh
acak berlapis. Data bersifat nominal di uji dengan uji Chi square dan data bersifat
ordinal di uji Rank Spearman. Hasil penelitian didapatkan bahwa persepsi terhadap
harga dan kemasan pada susu UHT dan susu pasteurisasi tidak berbeda nyata.
Frekuensi minum susu mahasiswa yaitu 2-3 kali seminggu dengan jenis susu UHT
yang dominan dikonsumsi. Kemasan yang paling banyak dibeli serta volume sekali
konsumsi minum susu yaitu 250 mL Terdapat hubungan korelasi antara
karakteristik responden (uang saku dan program studi) dengan perilaku
mengonsumsi susu (frekuensi minum, kemasan susu dan jenis susu yang
dikonsumsi). Hubungan korelasi persepsi susu UHT dan susu pasteurisasi terhadap
perilaku mengonsumsi (jenis susu yang dikonsumsi dan frekuensi minum) didapati
hasil yang signifikan. Students as the nation's successor must fulfill adequate nutrition, one way is
by consuming milk. This study aims to determine the perceptions and consumer
behavior of IPB students on the consumption of UHT milk and pasteurized milk.
The sample respondents in this study were 203 IPB students from various faculties
who were selected using The Stratified Random Sampling technique. Nominal data
were tested by the Chi square test and ordinal data were tested by the Rank
Spearman test. The results showed that perception of the price and packaging of
UHT milk and pasteurized milk was not significantly different. The frequency of
drinking student milk is 2-3 times a week with dominant UHT milk consumed. The
most purchased packaging and the volume for one consumption of drinking milk is
250 mL. There is a correlation between the characteristics of respondent (allowance
and study program) and behavior of consuming milk (frequency of drinking, milk
packaging, type of milk consumed). The correlation between perceptions of UHT
milk and pasteurized milk on consumption behavior (type of milk consumed and
frequency of drinking) was found to be significant. All correlation directions
obtained were positive with strength of correlation relationship ranging from very
weak to moderate.