ANALISIS TIPE PERILAKU KONSUMEN BERAS BERMEREK DI KABUPATEN SUKOHARJO

Wibowo, Ildefonsus Prasetyo Mukti (2017) ANALISIS TIPE PERILAKU KONSUMEN BERAS BERMEREK DI KABUPATEN SUKOHARJO. Other thesis, Universitas Sebelas Maret.

[img] PDF - Published Version
Download (234Kb)

    Abstract

    The aims of this research are to find out and to analyze the involvement of customers, the differences of rice brands and types of customer behavior in decision making to buy branded rice in Sukoharjo Regency. The basic method of the research is analysis descriptive. The method to determine the location of research uses purposive sampling. Sampling determination method uses judgement sampling based on 60 respondents. Technique of analyzing data are (1) inventory design involvement (2) the difference of each brands (3) types of customer behavior. The result shows that the involvement of customers in decision making to buy branded rice in Sukoharjo Regency is high with the denomination of 26,51. The counting result of Anova one way shows the differences of brands between branded rice in Sukoharjo Regency is insignificant. Based on the counting of customers involvement and differences of brand, it can be concluded that the type of customer behavior in Sukoharjo Regency is classified as dissonance reducion procurement. Dissonance reduction procurement is lack of the customers to find and evaluate the brand because of the inability to see differences of brands. Key words: Rice, inventory design involvement, the difference of each brands, type of consumer behavior. Penelitian ini bertujuan untuk mengetahui dan menganilisis keterlibatan konsumen, beda antar merek beras dan tipe perilaku konsumen dalam keputusan pembelian beras bermerek di Kabupaten Sukoharjo. Metode dasar penelitian ini adalah deskriptif analitik. Metode penentuan lokasi penelitian dilakukan dengan metode purposive sampling dan metode penentuan sampel dilakukan dengan judgement sampling dengan jumlah 60 responden. Metode analisis data yang digunakan adalah (1) desain inventaris keterlibatan (2) beda antar merek (3) tipe perilaku konsumen. Hasil penelitian menunjukkan bahwa keterlibatan konsumen dalam proses pengambilan keputusan pembelian beras bermerek di Kabupaten Sukoharjo tergolong tinggi dengan nilai 26,51. Hasil penghitungan Anova one way menunjukkan beda antar merek beras bermerek di Kabupaten Sukoharjo adalah tidak signifikan. Dari penghitungan keterlibatan konsumen dan beda antar merek maka dapat disimpulkan bahwa tipe perilaku konsumen beras bermerek di Kabupaten Sukoharjo tergolong pada tipe perilaku pembelian dengan pengurangan disonansi. Tipe perilaku pembelian pengurangan disonansi yakni ketika konsumen mencari informasi dan mengevaluasi mengenai merek yang akan dibeli namun konsumen tidak melihat perbedaan antar merek. Kata Kunci : Beras, Desain Inventaris Keterlibatan, Beda Antar Merek, Tipe Perilaku Konsumen.

    Item Type: Thesis (Other)
    Subjects: S Agriculture > S Agriculture (General)
    Divisions: Fakultas Pertanian
    Fakultas Pertanian > Agribisnis
    Depositing User: Fransiska Meilani f
    Date Deposited: 31 Mar 2017 15:54
    Last Modified: 31 Mar 2017 15:54
    URI: https://eprints.uns.ac.id/id/eprint/32976

    Actions (login required)

    View Item