Analisis Sikap Multiatribut Fishbein Terhadap Produk Biskuit Sandwich Coklat

Abstract

The purpose of this study was to examine the consumers’ attitudes toward chocolate sandwich biscuits of two different brands. The organoleptic tests were conducted for collecting the data from 85 respondents who were purposively selected in Bogor. The respondents were asked to evaluate six attributes of the products on a 5 points scale, based on Multiatribute Fishbein of the Attitude-Toward-Object Model. The results showed that the six attributes of the product were evaluated to be important. The Fishbein attitude score for OREO brand was higher than of RODEO brand, indicating that respondents were more favorable toward (more positive attitude) OREO than RODEO.