Sikap dan Kepuasan Konsumen Mie Shirataki

Abstract

Mie shirataki merupakan produk baru, tetapi permintaannya memiliki tren yang meningkat positif bahkan permintaan produk sudah sampai ke luar Jawa hingga luar negeri, seperti Malaysia, Singapura, Brunei Darussalam, dan Hong Kong. Penelitian ini bertujuan untuk menganalisis proses keputusan pembelian konsumen, sikap dan kepuasan konsumen berdasarkan tingkat kepentingan atribut yang dipertimbangkan dalam pembelian mie shirataki. Responden pada penelitian ini sebanyak 145 orang dengan menggunakan metode purposive sampling. Analisis deskriptif digunakan pada karakteristik konsumen dan proses keputusan pembelian. Analisis sikap konsumen menggunakan multiatribut Fishbein dan kepuasan konsumen menggunakan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan bahwa mie shirataki instan mendapatkan nilai sikap terendah diantara mie instan lain sebesar 287,24 dari total skor sikap keseluruhan sebesar 894,43. Hasil penelitian juga menunjukkan bahwa konsumen sangat puas terhadap produk mie shirataki instan (83,24 persen). Berdasarkan hasil penilaian sikap dan kepuasan konsumen diperoleh hasil yang searah bahwa terdapat enam atribut yang perlu ditingkatkan, seperti intensitas promosi, ketersediaan produk, iklan dan promosi, harga, merek serta berat bersih. Hasil tersebut mengindikasikan bahwa mie shirataki instan masih kurang diminati oleh konsumen karena mendapatkan nilai sikap terendah dibandingkan mie instan lain, sehingga perlu ditingkatkan kembali pada atribut yang dinilai rendah oleh konsumen. Selain itu, perusahaan juga perlu memperhatikan atribut yang dianggap penting oleh konsumen seperti kejelasan tanggal kadaluarsa, label halal dan izin BPOM, rasa, bumbu, dan komposisi.

Shirataki noodle is a new product. However, the demand has already shown positive trend. The demand for products has reached outside Java to overseas, such as Malaysia, Singapore, Brunei Darussalam, and Hong Kong. The study aims to analyze the process of consumer purchasing decisions, attitudes and customer satisfaction based on the level of attributes important to purchase shirataki noodle. This study has 145 respondents using purposive sampling method. Descriptive analysis is used on consumer characteristics and the purchase decision process. Analysis of consumer attitudes used Fishbein's multi-attribute, and customer satisfaction used the Customer Satisfaction Index (CSI). The results showed that instant shirataki noodles got the lowest attitude score among other instant noodles at 287.24 from the total attitude score of 894.43. The results also showed that consumers were very satisfied with instant shirataki noodle products (83.24 percent). Based on the assessment of consumer attitudes and satisfaction, the results were unidirectional that there were six attributes needed to be improved, such as promotion intensity, product availability, advertising and promotion, price, brand, and net weight. These results indicate that instant shirataki noodles are still less attractive to consumers because they get the lowest attitude score than other instant noodles, so it needs to improve further in the attributes that are considered low by consumers. In addition, companies also need to pay attention to attributes that consumers consider important, such as clarity of expiration dates, halal labels, and BPOM permits, taste, seasonings, and composition.