Analisis Pendapat Responden (30 Mahasiswa Departemen Teknologi Industri Pertanian - FATETA, IPB) Terhadap Atribut Produk Sabun Mandi Kesehatan Transparan Merek Madu Mutiara

Abstract

In these recent days transparent soaps are more popular as gift, souvenir and hotel soap. These kinds of soaps are sold to organizational consumer not for end user consumer. Actually transparent soap still potential to enter the retail market as soap that were intended for end user consumer, for example Madu Mutiara Soap which is positioned as health bath soap. The purpose of this research is for identifying attributes of transparent health bath soap Madu Mutiara which is important and influence respondent. This research is also purposed to analyze respondent opinion by using Fishbein Multi Attributes Model. Attributes of transparent health bath soap are the characteristics by which products are identified and differentiated. Product attributes usually comprise features, functions, benefits, and uses. Fishbein Multi Attributes Model is used to measure respondent attitude toward attributes of toilet transparent health soap Madu Mutiara. The result of this research indicates that cleansing power, aroma, colour, label, price, package, brand, advertisement, health and prestige are important factor and have quite influence for respondent in choosing transparent health bath soap product. Health is attribute that has the highest attitude value, which means that respondent think that health is the most important factor in choosing the product. On the contrary, prestige is attribute that has the lowest attitude value, this mean respondent think that prestige is the least important factor in choosing the product. This research also indicates that the total attitude value toward all attributes is 11,39 which means that respondent attitude toward transparent health bath soap Madu Mutiara is quite good. It shows that respondent still interest and keen on transparent health bath soap Madu Mutiara.