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.