Persepsi dan Perilaku Konsumen Dewasa terhadap Produk Naget Daging Sapi di Kota Bogor

Abstract

Naget yang ada di pasaran biasanya berupa naget ayam, sapi, dan ikan. Di pasaran, naget sapi belum banyak dikenal masyarakat. Penelitian ini bertujuan menganalisa persepsi, perilaku konsumen, dan hubungan persepsi dan perilaku konsumen masyarakat dewasa di Kota Bogor terhadap produk naget daging sapi. Sampel diambil sebanyak 100 responden dewasa di Kota Bogor dengan teknik disproportionate stratified random sampling. Tahap dalam penelitian adalah menggunakan rumus Slovin untuk menentukan jumlah sampel dari populasi, menentukan jenis dan pengumpulan data, kemudian pengolahan data menggunakan uji Chi-Square dan Rank Spearman. Hasil penelitian didapatkan bahwa terdapat hubungan antara persepsi dan perilaku konsumen yang signifikan antara persepsi kemasan dan cara penyajian. Ukuran kemasan yang paling banyak dipilih adalah 250 g dengan frekuensi membeli yaitu satu bulan sekali. Terdapat hubungan korelasi antara karakteristik (pendapatan, pekerjaan, dan pendidikan) dengan perilaku konsumsi (frekuensi, harga, dan ukuran yang dipilih untuk membeli naget sapi). Sebanyak 64% responden yang belum pernah mencoba naget sapi tertarik untuk mencoba naget sapi.

Nuggets at the market are usually chicken, beef, and fish nuggets. In the market, beef nuggets are not widely known to the public. This study aimed to analyze perceptions, consumer behavior, and the relationship between perceptions and consumer behavior of adults in the city of Bogor towards beef nuggets. Samples were taken from as many as 100 adult respondents in the city of Bogor with a disproportionate stratified random sampling technique. The stage in the research was to use the Slovin formula to determine the number of samples from the population, determine the type and collection of data, then process the data using the Chi-Square and Rank Spearman tests. The results showed that there was a significant relationship between consumer perception and behavior perceived quality and consumption frequency. The most widely chosen packaging size is 250 gs with a frequency of buying once a month. There was a correlation between characteristics (income, occupation, and education) with consumption behavior (frequency, price, and price chosen to buy beef nuggets). As many as 64% of respondents who had never tried beef nuggets chose to be interested in trying beef nuggets.