PERSEPSI DAN PERILAKU KONSUMEN DEWASA MUDA TERHADAP KEPUTUSAN PEMBELIAN YOGURT DI WILAYAH KOTA BOGOR

Abstract

Yogurt merupakan produk susu fermentasi yang banyak dikonsumsi karena manfaatnya bagi kesehatan. Sebagai kelompok konsumen aktif dengan jumlah populasi yang tinggi, persepsi dan perilaku konsumen dewasa muda terhadap yogurt perlu diketahui. Penelitian ini bertujuan menganalisis persepsi dan perilaku konsumen, serta hubungan persepsi dengan perilaku konsumen terhadap yogurt. Penelitian melibatkan 100 responden berusia 20–30 tahun yang berdomisili di Kota Bogor. Data dikumpulkan menggunakan kuesioner dan dianalisis secara deskriptif serta inferensia menggunakan uji Chi-Square dan uji Rank Spearman. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap yogurt berkategori baik, meskipun harga yogurt masih dianggap mahal. Perilaku konsumsi menunjukkan bahwa yogurt belum menjadi konsumsi rutin, ditandai dengan frekuensi konsumsi yang rendah dan keputusan pembelian yang cenderung tidak terencana. Persepsi terhadap rasa yogurt berhubungan dengan frekuensi pembelian, sedangkan persepsi terhadap harga berhubungan dengan pemilihan harga yogurt.

Yogurt is a fermented dairy product that is widely consumed for its health benefits. As an active consumer group with a large population, it is important to understand the perceptions and behaviors of young adults toward yogurt. This study aims to analyze consumer perceptions and behaviors, as well as the relationship between perceptions and consumer behavior toward yogurt. The study involved 100 respondents aged 20–30 years residing in the city of Bogor. Data were collected using a questionnaire and analyzed descriptively and inferentially using the Chi-Square test and Spearman’s rank correlation test. The results show that consumer perceptions of yogurt are generally positive, although the price of yogurt is still considered high. Consumption behavior indicates that yogurt has not yet become a routine part of their diet, as evidenced by low consumption frequency and purchase decisions that tend to be unplanned. Perceptions of yogurt’s taste are associated with purchase frequency, while perceptions of price are associated with the choice of yogurt price.