Analisis Sikap Angka Ideal Terhadap Produk Jus Jeruk

Abstract

The purpose of this study was to examine the consumers’ attitudes toward orange juice products of two different brands. The organoleptic test were conducted for collecting the data from respondents who were purposively selected in Bogor. The respondents were asked to evaluate six attributes of orange juice products on a 5 point scale, based on the Ideal-Point Model of Attitude. The results showed that of the six attributes, the orange content perceived to be the most important attribute. The Ideal-Point Attitude Model score for BUAVITA brands were lowe than ABC Brands, indicating that respondents were more favorable toward BUAVITA and ABC orange juice.