Analisis Tingkat Kesukaan Konsumen Terhadap Air Minum Dalam Kemasan (Amdk)

Abstract

Water is a natural resource that is necessary for the organism at both the plants, animals and even humans. Water is also the natural resources that are important in supporting economic development and social sectors such as industry, power, agriculture, fishery, animal husbandry, transport, tourism and households. Community needs to water at this time has been increasing. This is because the number of people who continue to grow. Growing number of people not accompanied by increased supply of drinking water can cause scarcity (Nurmalina, 2003). It makes business AMDK highly prospective and encourage industry growth AMDK in big cities in Indonesia. Based on the problems faced by the goal to be achieved from this research, namely, analyzing the level of consumers prefer to drink water in the product packaging (AMDK), and identify how the level of loyalty in the consumer packaged drinking water (AMDK). So with the introduction of this research are expected to provide benefits to companies AMDK producers, to consumers and to institutions. This research was conducted in the Village Babakan Raya Darmaga or around campus Darmaga IPB Bogor, in June until November 2008. The variables that are important in this research is the behavior of the community, community characteristics, market stimuli, and other stimuli. The indicators of public attitudes on the decision to purchase a product is the introduction of needs, information search, alternative evaluation, purchase decision and post-purchase behavior. From this research found that the results show that in principle the level of consumers prefer products AMDK is the same, because in principle, a sense of thirst can not be delayed. Level of consumer loyalty to products AMDK not stabilized, this is more due to factors such as availability of product and factor markets in preference to the price offered by the manufacturer AMDK itself. Based on the analysis in this research that there is no significant difference in the level of consumer preferences towards product AMDK tested. This showed in the results tested by the respondent that the test is done with the same information with the test performed without information about the brand of the product. Product purchase decisions based on the availability of more products in the market, the level of preference for the product itself.