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Title: | Analisis Perilaku Konsumen Usia Muda di Kota Bogor dalam Mengonsumsi Susu dengan Madu serta Produk Olahannya |
Other Titles: | Analysis of the Behavior of Young Consumers in Bogor City in Consuming Milk with Honey and Their Processed Products |
Authors: | Apriantini, Astari Cyrilla, Lucia Rachmani, Nurina Hadiati |
Issue Date: | 2021 |
Publisher: | IPB University |
Abstract: | Penelitian ini bertujuan untuk menganalisis keputusan konsumen dalam mengonsumsi madu, susu serta produk olahannya di wilayah kota Bogor. Penelitian ini menggunakan metode survey dengan cara penyebaran kuesioner. Faktor pengetahuan serta situasional konsumen dinilai menjadi faktor yang mempengaruhi keputusan mengonsumsi. Uji korelasi rank spearman dilakukan untuk mengetahui hubungan variabel pengetahuan dan situasional terhadap keputusan mengonsumsi susu, madu, serta produk olahannya. Data didapatkan dengan penyebaran kuesioner kepada 108 responden dengan rentang usia 20 hingga 30 tahun yang pernah mengonsumsi susu dengan madu, serta berdomisili di Kota Bogor, dan sampel dipilih secara purposive. Tingkat pengetahuan dan situasional memiliki hubungan yang signifikan dan searah dengan keputusan konsumen (P < 0,01). Hal ini menunjukkan bahwa semakin tinggi tingkat pengetahuan konsumen terhadap produk dengan kondisi situasi yang ikut mendukung maka keputusan konsumen dalam mengonsumsi susu dengan madu serta produk olahannya juga semakin kuat. Hal ini dapat bermanfaat bagi produsen serta pemasar susu dan madu khususnya untuk menyusun strategi pemasaran produk yang tepat. This study aims to analyze consumer decisions in consuming honey, milk and their processed products in the Bogor city area. This study uses a survey method by distributing questionnaires. Knowledge and situational factors of consumers are considered to be factors that influence consumption decisions. Spearman rank correlation test was conducted to determine the relationship between knowledge and situational variables on decisions to consume milk, honey, and their processed products. Data was obtained by distributing questionnaires to 108 respondents with an age range of 20 to 30 years who had consumed milk with honey, and lived in Bogor City, and the sample was selected purposively. The level of knowledge and situational has a significant and direct relationship with consumer decisions (P < 0.01). This shows that the higher level of consumer knowledge of products with supportive conditions, the consumer's decision to consume milk with honey and its processed products is also getting stronger. This can be useful for producers and marketers of milk and honey in particular to develop the right product marketing strategy. |
URI: | http://repository.ipb.ac.id/handle/123456789/107603 |
Appears in Collections: | UT - Technology of Cattle Products |
Files in This Item:
File | Description | Size | Format | |
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Cover, Lembar Pengesahan, Prakata, Daftar Isi.pdf Restricted Access | Cover | 307.08 kB | Adobe PDF | View/Open |
D34170024_Nurina Hadiati Rachmani.pdf Restricted Access | Fullteks | 1.03 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | 325.82 kB | Adobe PDF | View/Open |
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