Pengaruh Gaya Hidup, Kelompok Acuan, dan Sikap terhadap Pembelian Produk Makanan Kemasan (Kasus: Ibu Rumah Tangga di Wilayah Perkotaan dan Perdesaan Bogor)

Abstract

The availability of food packaged products made the housewives job as the food needs regulator of family become easier. The aims of this study was to analyze effect of lifestyle and reference group on housewives attitude on purchasing food packaged products in Bogor’s rural and urban area. The design of this study was cross sectional, and the research locations were Baranangsiang and Cibatok 1 villages. The sample of this study was 80 households who consumed food packaged products and selected by random sampling. The result showed significant differences between lifestyle and housewives attitude (cognitive and attitudeal) in urban and rural area. Moreover, there was positive correlation between the education level and attitude. Education level and lifestyle affected housewives attitude toward food packaged products.