SIKAP DAN PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMBELI AYAM POTONG DI KOTA BANDAR LAMPUNG
Abstract: The objectives of
this research were to analyze: consumer attitudes, the stages of the purchase
decision making, and the factors that affected the purchase decisions of
chicken meat in Bandar Lampung City.
This research was conducted at three traditional markets in Bandar
Lampung City, namely Tugu Market, SMEP Market, and Gintung Market. This research was
a survey method, in which locations were determined on purpose, while
the samples of 90 people were obtained by using accidental sampling technique.
The data were analyzed by using descriptive qualitative analysis, multiatribute
Fishbein analysis and logit regression analysis. The results showed that consumer attitudes
toward the attributes of chicken meat were that they preferred ‘ras’ chicken
meat than kampong chicken meat; particularly in terms of the meat price and
weight. Consumer’s decision making
stages of chicken meat showed that they bought chicken because of their
awareness on the need of protein and 60 percent of them preferred to buy ‘ras’
chicken meat than kampong chicken meat.
Most consumers (61.11%) got information about chicken meat from
merchants. There were 78 percent of consumers that were satisfied with their
purchased of chicken meat and 12 percent were dissatisfied for getting improper
weight and receiving unfresh meat. Factors that affected the purchase decisions
of chicken meat in Bandar Lampung City were the price of ‘ras’ chicken meat
protein, of kampong chicken meat, of salted fish, and family income.
Penulis: Wulan Juwita
Sianturi, Ali Ibrahim Hasyim, Suriaty Situmorang
Kode Jurnal: jppertaniandd160900
