Faktor-faktor yang Memengaruhi Keputusan Pembelian Roti Merek Sari Roti (Studi Kasus Mahasiswa S1 Institut Pertanian Bogor)

Abstract

Sari Roti is a bakery product which has many types and flavours produced by Nippon Indosari Corpindo. The purpose of this research is to describe and analyze the factors that influence purchasing decision of Sari Roti brand on BAU’s undergraduate students as consumers. The product’s attributes that are considered in validity and reliability test comprise price, variant, raw material quality, accesibility, product information, “halal” label, texture, taste, brand, expired date information, colour and its flavour. Meanwhile personal influences covered age, gender, pocket money monthly and the credit taken. Descriptive analysis, Fishbein Multi-attribute Attitude Model and Rank Spearman test from one hundred respondents shows that in general five stages of purchasing decision was passed and make expired date clarity into the most important consideration of attributes. Overall, students’s attitude toward Sari Roti brand is positive.