Analysis behavior of consumers on the purchase of cooking oil liquid and interests of consumers on frying shortening in the city of Medan.
Analisis Perilaku Konsumen Terhadap Pembelian Minyak Goreng Cair dan Minat Konsumen Terhadap Minyak Goreng Padat di Kota Medan.
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Date
2011Author
Ginting, Cristian Setianta Citra
Sarma, Ma’mun
Irwanto, Abdul Kohar
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Cooking oil is a raw material used in the process of regulary food processing. Cooking oil acts as a complement to the majority of the population food servings of Indonesia. Cooking oil consumption in Indonesia increased by 1.5 % annually, but the more it is consumed by the public is cooking oil than vegetable oil in bulk packaging (branded), not his time yet for Indonesia consumes cooking oil, because of the rainfall of health cooking oil without packaging is not hygienic and the quality is not guaranteed. Cooking oil liquid can only be used a maximum of 5 times frying shortening quality will decrease while Frying Shortening can be used more than 20 times without changing the quality of the results of frying shortening. The research is carried out in the city of Medan. the research is the study was also conducted in Jakarta and Bogor. The research focus is to discuss the consumer. Samples were choose by purposive method. Research location specified in four locations: housing (individual), housing (community), a modern markets, and traditional markets with these existing characteristics then the research discus know the consumer response of frying shortening products. Analysis of data on the attribute of cooking oil was conducted by analysis multivariant. Analysis multivariant used is analysis conjoint, the analysis multivariate marketing who used to see responses of the respondents in the city fields against frying shortening used analysis diskriminan. Based on the descriptive analysis of data shows that the respondent is a big family because of his family members as much as 5 people consisting of father, mother and three children. A large number of family members is a great opportunity to market for frying shortening but the respondents have earnings that are not excessively high, Rp. 500 00 – Rp.1 500 000 per month. Price has a sizable role for consumers to choose products to cooking oil. Conjoint analysis shows results that consumers would be interested in buying cooking oil when cooking oil that have nutritional content, packed in containers of two kilorgam and has a price of under Rp. 25 000. yang lebih banyak dikonsumsi oleh masyarakat adalah minyak goreng curah dibanding minyak goreng dalam kemasaan (bermerek), tidak masanya lagi bagi Indonesia mengkonsumsi minyak goreng curah, sebab dari sisi kesehatan minyak goreng curah tidak higienis dan kualitasnya tidak terjamin. Minyak goreng ada yang berbentuk cair dan ada yang berbentuk padat. Minyak goreng yang berbentuk cair disebut minyak goreng cair sedangkan minyak goreng yang berbentuk padat disebut minyak goreng padat. Minyak goreng cair hanya dapat digunakan maksimum lima kali penggorengan setelah itu kualitas penggorengan akan menurun sedangkan minyak goreng padat dapat digunakan sampai 20 kali penggorengan tanpa mengubah mutu hasil penggorengan. Minyak goreng padat merupakan hasil penelitian dari Pusat Penelitian Kelapa Sawit (PPKS) di kota Medan. PPKS menyatakan lembaga penelitian kelapa sawit sudah mampu menghasilkan minyak goreng padat dari crude palm oil (CPO). PPKS menggandeng PT Perkebunan Nusantara IV dalam memproduksi minyak goreng padat untuk memberikan pilihan kepada masyarakat, sebelum PTPN IV mendirikan pabrik dan memproduksi minyak goreng padat, terlebih dahulu perlu menggali informasi bagaimana respon (tanggapan) konsumen terhadap minyak goreng padat. Mempelajari respon konsumen terhadap minyak goreng padat bertujuan untuk menghasilkan informasi, bagaimana tanggapan konsumen terhadap minyak goreng padat, agar dapat memberikan rekomendasi kebijakan kepada PT Perkebunan Nusantara IV sebelum mendirikan pabrik minyak goreng padat.
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- MT - Economic and Management [2885]