| dc.contributor.advisor | Suharno | |
| dc.contributor.advisor | Adhi, Andriyono Kilat | |
| dc.contributor.author | Yunus, Zabrina | |
| dc.date.accessioned | 2024-04-25T02:10:52Z | |
| dc.date.available | 2024-04-25T02:10:52Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/147248 | |
| dc.description.abstract | Persaingan industri sosis kemasan yang ketat membuat produsen perlu memahami atribut yang dianggap penting oleh konsumen untuk merumuskan strategi pemasaran yang efektif. Penelitian ini bertujuan untuk mengidentifikasi proses keputusan pembelian, menganalisis sikap konsumen, dan menganalisis kinerja atribut sosis kemasan merek Fiesta sehingga dapat dijadikan evaluasi untuk perbaikan dan perkembangan produk. Penelitian ini menggunakan data primer yang diperoleh dari survei terhadap 156 responden. Data dianalisis dengan analisis deskriptif, multriatribut Fishbein, dan Importance Performance Analysis (IPA). Hasil penelitian ini menunjukkan bahwa konsumen melalui lima tahap proses keputusan pembelian, sikap konsumen terhadap seluruh atribut sosis kemasan merek Fiesta termasuk ke dalam kategori positif dan sangat positif, dan atribut sosis kemasan merek Fiesta tersebar ke dalam empat kuadran dengan variasi pilihan ukuran/isi, tekstur sosis, dan harga menjadi prioritas utama untuk diperbaiki. | id |
| dc.description.abstract | The tight competition in the packaged sausage industry means that producers need to understand the attributes that consumers consider important to formulate effective marketing strategies. This research aims to identify the purchasing decision process, analyze consumer attitudes, and analyze the performance attributes of Fiesta brand sausage packaging so that it can be used as an evaluation for product improvement and development. This research uses primary data obtained from a survey of 156 respondents. Data were analyzed using descriptive analysis, Fishbein multiattribute, and Importance Performance Analysis (IPA). The results of this research show that consumers go through five stages of the purchasing decision process, consumer attitudes towards all attributes of Fiesta brand packaged sausages are included in the positive and very positive categories, and the attributes of Fiesta brand packaged sausages are spread into four quadrants with variations in choice of size/filling, texture sausages, and prices are the main priority to improve. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Analisis Sikap Konsumen dan Kinerja Atribut Sosis Kemasan Merek Fiesta di Wilayah Jabodetabek | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Importance Performance Analysis | id |
| dc.subject.keyword | multiattribute Fishbein | id |
| dc.subject.keyword | processed food | id |
| dc.subject.keyword | purchasing decision process | id |
