SIKAP KONSUMEN PASAR SWALAYAN TERHADAP PRODUK SUSU KEDELAI DI KOTA SURAKARTA

Milkarani Kilamanca, Candria (2013) SIKAP KONSUMEN PASAR SWALAYAN TERHADAP PRODUK SUSU KEDELAI DI KOTA SURAKARTA. Other thesis, Universitas Sebelas Maret Surakarta .

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    Abstract

    Soy milk coming from whim of soybean represent the nutritious food and be of benefit to health. Soy milk not contain lactose, so that goodness consumed for lactose intolerance patient. The content of protein in soy-milk is almost same with cow-milk, so, it can be alternative substitute of cow-milk, so that can become the alternative of substitution of cow milk. Beside that the price of which is cheap relative, soy milk can be reached by society. Existence of soy milk start recognized by society, although not yet widely. This research aim to know the ideal attribute according to consumer and consumer attitude to product of soy milk. Soy milk which is checked is liquid soy milk with simple technology, liquid soy milk with UHT (Ultra High Temperature), import liquid soy milk, and soy milk powder. The basic method in this research use descriptive method. The research execution method use survey method. The location of research is chosen purposively (purposive), namely Surakarta city with take three supermarket in it. The determination of sample is done by judgment sampling method with number of respondent 100 people and it is taken 25 as sample for each product. The data which are used are primary data and secondary data. Then, primary data is analyzed with the ideal-point model analysis (The Ideal - Point Model). Result of research indicate that the majority of consumer of product of soy milk have gender a woman, age group 19-25 year, mount the education is master graduation (S1), type of work is private sector officer, level of consumer’s income is Rp. Rp.2.000.000,00-Rp 2.999.999,00, number of family are four people. Based on the important level analysis of attribute of the soy milk product is known that the attribute which is prioritized by the consumer in consuming at sequence are safety product, taste, practical, package, price, and promotion. Based on each attribute of analysis according to ideal-consumer in supermarket, it is known that the attributes of soy milk with simple technology entirely almost close with ideal-consumer, namely attractive package, practical product, cheap price, maximum promotion, good taste of soybean, and free from chemical ingredient. In liquid soy milk UHT and import liquid soy milk their attributes are almost close with ideal, except the promotion attribute of the liquid soy milk with UHT and except the promotion and safety on the import liquid soy milk. Meanwhile, the attributes of powder soy milk is entirely close with ideal, except price. Result of research indicate that the consumer attitude to liquid soy milk of simple technology is very good. while consumer attitude to liquid soy milk of UHT (Ultra High Temperature), liquid soy milk import, and powder of soy milk is good. From this research, it can be suggested are producer increase quality of soymilk, emphasize safety product, add variation of soymilk flavour, and give promotion for consumer.

    Item Type: Thesis (Other)
    Subjects: S Agriculture > S Agriculture (General)
    S Agriculture > SF Animal culture
    Divisions: Fakultas Pertanian
    Fakultas Pertanian > Agribisnis
    Fakultas Pertanian > Agroteknologi
    Depositing User: Riza Umami Nur K
    Date Deposited: 11 Jul 2013 17:20
    Last Modified: 11 Jul 2013 17:20
    URI: http://eprints.uns.ac.id/id/eprint/2232

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