Analisis Sikap Konsumen Terhadap Atrbut Produk Madu Perhutani di Kota Bandung

Abstract

Produksi madu yang meningkat selama beberapa tahun terakhir menyebabkan usaha madu mengalami perkembangan dan persaingan diantara industri madu semakin ketat. Produsen madu perlu memahami sikap konsumen serta atribut yang dianggap penting oleh konsumen. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, menganalisis sikap konsumen terhadap atribut produk madu Perhutani. Jumlah responden dalam penelitian ini adalah 100 orang. Metode analisis yang digunakan adalah analisis deskriptif dan analisis multiatribut Fishbein. Mayoritas responden merupakan laki-laki berusia 46-55 tahun, memiliki Pendidikan terakhir S1, bekerja sebagai pegawai swasta, dengan pendapatan Rp5.000.000-Rp6.999.999. Hasil penelitian menunjukan bahwa sikap konsumen terhadap atribut madu Perhutani termasuk kategori sangat positif dan kinerja atribut madu Perhutani terbagi menjadi empat kuadran dengan atribut keterjangkauan

The increase in honey production over the past few years has led to the development of the honey business, and competition in the honey industry has intensified. Honey producers need to understand consumer attitudes and attributes that are considered important by consumers. The purpose of this study is to analyze consumer characteristics and consumer attitudes of Perhutani honey product attributes in Bandung City. The number of respondents in this research were 100. The analysis methods used are descriptive analysis and Fishbein multiattribute analysis. The majority of respondents were men aged 46–55 years, had the last education of S1, worked as private employees, and had an income of Rp5,000,000–Rp6,999,999. The results of this research show that consumer attitudes towards Perhutani honey attributes are included in the very positive category and the performance of Perhutani honey attribute is divided into four quadrants, with the attributes of price, affordability, and ease of obtaining being the top priorities for improvement.