Proses Keputusan, Kepuasan, Sikap, dan Preferensi Konsumen Bubuk Kaldu Jamur Non-MSG

Abstract

Peningkatan kesadaran terhadap dampak konsumsi MSG mendorong munculnya alternatif penyedap rasa alami seperti kaldu jamur. Namun kaldu jamur non-MSG belum sepenuhnya diminati karena harga tinggi dan akses terbatas. Penelitian bertujuan memahami proses pengambilan keputusan, kepuasan, sikap, dan preferensi konsumen terhadap bubuk kaldu jamur non-MSG merek PURA dan Mushome. Pengambilan sampel menggunakan metode quota sampling pada konsumen berusia minimal 17 tahun di Jabodetabek yang mengonsumsi kaldu jamur merek PURA dan Mushome. Analisis dilakukan dengan metode analisis deskriptif, CSI, multiatribut Fishbein, dan konjoin menggunakan software Microsoft Excel dan SPSS 20. Proses keputusan konsumen dilakukan secara terencana. Indeks kepuasan konsumen terhadap PURA sebesar 78,8 persen dan Mushome 77,6 persen. Namun, analisis sikap konsumen kedua produk hanya bersifat positif. Kedua analisis tersebut mendapatkan hasil searah, kaldu jamur PURA perlu meningkatkan intensitas promosi, iklan dan promosi, serta lokasi penjualan. Sedangkan Mushome perlu meningkatkan atribut intensitas promosi, merek, dan desain kemasan. Hal tersebut didukung dengan preferensi konsumen kaldu jamur yaitu berlabel halal, harga kurang dari Rp5.000/20 gram, kandungan jamur jelas, dan memengaruhi rasa masakan.

Increasing awareness of the impact of MSG consumption has encouraged the emergence of alternative natural flavorings such as mushroom broth. However, non-MSG mushroom broth has not been fully in demand due to its high price and limited access. The study aims to understand the decision-making process, satisfaction, attitudes, and preferences of consumers towards non-MSG mushroom broth powder brands PURA and Mushome. Sampling using the quota sampling method on consumers aged =17 years in Jabodetabek who consume mushroom broth brands PURA and Mushome. The analysis was carried out using descriptive analysis methods, CSI, Fishbein multiattribute, and conjoint using Microsoft Excel and SPSS 20 software. The consumer decision-making process is carried out in a planned manner. The consumer satisfaction index was 78,8% (PURA) and 77,6% (Mushome). However, the analysis of consumer attitudes for both products was only positive. Both analyses obtained the same results, PURA mushroom broth needs to increase the intensity of promotion, advertising and promotion, and sales location. While Mushome needs to increase the attributes of promotion intensity, brand, and packaging design. This is supported by consumer preferences for mushroom broth, namely halal labeled, priced <IDR 5.000/20 grams, clear mushroom content, and affecting the taste of the dish.