KEPUTUSAN PEMBELIAN DAN SIKAP KONSUMEN ROTI MEREK SARI ROTI (Studi Kasus pada Mahasiswa S1 Institut Pertanian Bogor)
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Jul 18, 2017
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Abstract
Sari Roti is a bakery product produced by Nippon Indosari Corpindo. The purposes of this research are to describe characteristics of consumers, analyze the process of consumer’s desicion making and also to analyse the consumer attitudes towards Sari Roti’s product attributes. Methods used include Descriptive Analysis and Fishbein Multi-Attitude Model involving one hundred respondents of BAU’s undergraduate students. The samples are purposively selected on the basis that most of students prefer to eat Sari Roti in the morning or during the break time. Most of the consumers of Sari Roti are women, 18 to 22 years old, where their monthly allowance (IDR 500,000 to 999,999) comes from parents. Descriptive Analysis shows that in general, five stages of purchasing decision were passed. Overall, result of consumers’s attitude towards Sari Roti brand is positive based on Fishbein Multi-attribute Attitude Model. Clarity of expiry date of the product become the most important attribute of consideration. However, attribute of price should be taken into consideration, as it obtained smallest evaluation score and will determine how many purchases are made.
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MuliasariR. M., & RachminaD. (2017). KEPUTUSAN PEMBELIAN DAN SIKAP KONSUMEN ROTI MEREK SARI ROTI (Studi Kasus pada Mahasiswa S1 Institut Pertanian Bogor). Forum Agribisnis : Agribusiness Forum, 5(1), 89-104. https://doi.org/10.29244/fagb.5.1.89-104
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Stavkova, J dan J Turcinkova. 2005. Consumer choice process when purchasing the staple food. Czech academy of agricultural sciences, 51 (9): 389-394.
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sumarwan. 2003. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Edisi 2. Bogor: Ghalia Indonesia.
Thunstrom, Linda dan Jonas Nordstrom. 2012. The importance of taste for food demand and the experienced taste effect of healthy labels. Swedish retail and wholesale development council funds research.
Tikkanen, Irma dan Mari Vaariskoski. 2010. Attributes and benefits of branded bread: case Artesaani. British food journal, 112 (9): 1033-1043.
Vibhuti, Ajay Kumar Tyagi, Vivek Pandey. 2014. A case study on consumer buying behavior towards selected FMCG products. International journal of scientific research and management, 2 (8): 1168-1182.
Anyam, Osemeke E, Ayodele E Fashogbon dan Omobowale A Oni. 2013. Consumers’ willingness to pay for safety attributes of bread in Lagos Metropolis, Nigeria. The 4th international conference of the african association of agricultural economists.
Berkowitz, Kerin dan Rudelius. 1992. Marketing. Boston: Richard D Irwin Inc.
Charles S. 2013. Globalisasi dan pola makan mahasiswa: studi kasus di Jakarta. CDK-205, 40 (6): 1-6.
Chowdhury, Masum. 2014. Factors influencing consumer buying pattern towards bread item in Bangladesh – study on “All time” brand under pran group. [Project report]. Departemen Administrasi Bisnis. East West University, Dhaka.
Cohen, Eli. 2009. Applying the best-worst scaling to wine marketing. International journal of wine business research, 2 (1): 8-23.
Dharmmesta dan Handoko. 1987. Manajemen Pemasaran: Analisa Perilaku Konsumen. Yogyakarta: Liberty.
Engel, James F, Roger D Blackwell dan Paul F. Minard. 1995. Consumer Behaviour. Edisi 8. New York: The Dryden Press.
Gibson. 1996. Organisasi dan Manajemen. Jakarta: Erlangga.
Jakpar, Shaharudin, Angelyn Goh Sze Na, Anita Johari dan Khin Than Myint. 2012. Examining the product quality attributes that influences customer satisfaction most when the price was discounted: a case study in Kuching Sarawak. International Journal of Business and Social Science, 3 (23): 221-236.
Kihlberg, Iwona. 2004. Sensory quality and consumer perception of wheat bread towards sustainable production and consumption, effects of farming system, year, technology, information and values [Disertasi]. Program Doktor Ilmu Sosial. Universitas Uppsala, Swedia.
Kotler. 1997. Manajemen Pemasaran: Analisis, Perencanaan, Implementasi dan Kontrol. Jilid 1. Edisi Bahasa Indonesia. Jakarta: Prenhallindo.
Kotler. 2003. Marketing Management An Asian Perspective. Edisi 3. Singapore: Prentice Hall Pearson Education Asia Pte. Ltd.
Maric, Aleksandar, Slavko Arsovski dan Jasna Mastilovic. 2009. Contribution to the improvement of products quality in baking industry. International journal for quality research, 3 (3).
Maric, Aleksandar dan Slavko Arsovski. 2010. The level of customer satisfaction as one of the goals of the quality of the organization in the bakery industry. International journal for quality research, 4 (4): 275-281.
Nagaraju dan Girish Kumar. 2013. Consumer behaviour of fast moving consumer goods – a study on bakery products. Innovative Thoughts International Research Journal, 1 (3).
Nakandala, Dilupa dan Henry C W Lau. 2013. An application of a fuzzy-based optimisation model for selecting food products based on cost and nutrition. Journal of research for consumers, 24.
Nguyen, Louise Tu-Nga dan Athanasios Krystallis. 2011. The influence of health-related product attributes, consumers’ psychographic characteristics and consumers’ health eating discourses on food categories with a healthy profile: the case of branded bread [Tesis]. Master of Science in Marketing. Department of Marketing and Statistics. Aarhus School of Business. Aarhus University, Denmark.
Olayinka, Akinpelu Righteous. 2010. Consumer acceptability of spiced composite bread [Skripsi]. Departemen Ilmu dan Teknologi Pangan. Universitas Pertanian Abeokuta, Nigeria.
Oviahon, S A Yusuf, R J Akinlade dan O L Balogun. 2011. Determinants of bread consumers’ willingness to pay for safety labels in Oredo Local Government Area, Edo State, Nigeria. New York science journal, 4 (9): 15-20.
Peter dan Jerry C Olson. 1999. Perilaku Konsumen dan Strategi Pemasaran. Edisi 4. Jakarta: Erlangga.
Poh, Sylvia Indrayana, Budi Hendrawan, Sienny Thio. 2013. Perilaku konsumsi dan faktor-faktor yang mempengaruhi masyarakat Surabaya dalam mengkonsumsi produk-produk pastry dan bakery. Student journal of Petra Christian University.
Schiffman dan Leslie Lazar Kanuk. 1997. Perilaku Konsumen. Edisi 5. New Jersey: Prentice Hall Inc.
Shaari, Jamal Abdul Nassir Shaari, Haslan Ottot dan Muhammad Farhan Kermin. 2013. Halal; organic; and preservative: marketing concept for bread industry. Proceedings of annual Paris business and social science research conference.
Shahnoushi N, Saghaian S, Reed M, Firoozzare A dan Jalerajabi M. 2013. Investigation of factors affecting consumers’ bread wastage. Journal of agricultural economics and development, 2 (6): 246-254.
Silayoi, Pinya dan Mark Speece. 2007. The importance of packaging attributes: a conjoint analysis approach. European journal of marketing, 41 (11/12): 1495-1517.
Simeone, Mariarosaria dan Giuseppe Marotta. 2010. Towards an integration of sensory research and marketing in new food products development: a theoretical and methodological review. African journal of business management, 4 (19): 4207-4216.
Siti W. 2006. Analisis komparasi konsumsi pangan mahasiswa universitas muhammadiyah malang sebelum dan sesudah kenaikan bahan bakar minyak (BBM) (studi kasus pada mahasiswa Jurusan Agribisnis UMM) [Skripsi]. Departemen Agribisnis. Universitas Muhammadiyah Malang, Malang.
Stavkova, J dan J Turcinkova. 2005. Consumer choice process when purchasing the staple food. Czech academy of agricultural sciences, 51 (9): 389-394.
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sumarwan. 2003. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Edisi 2. Bogor: Ghalia Indonesia.
Thunstrom, Linda dan Jonas Nordstrom. 2012. The importance of taste for food demand and the experienced taste effect of healthy labels. Swedish retail and wholesale development council funds research.
Tikkanen, Irma dan Mari Vaariskoski. 2010. Attributes and benefits of branded bread: case Artesaani. British food journal, 112 (9): 1033-1043.
Vibhuti, Ajay Kumar Tyagi, Vivek Pandey. 2014. A case study on consumer buying behavior towards selected FMCG products. International journal of scientific research and management, 2 (8): 1168-1182.