ANALISIS PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KECAP BANGO

SARI, MYTA RIANA (2016) ANALISIS PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KECAP BANGO. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This study aims to analyze of product attribute influence on purchasing decisions Bango soy sauce in Kelapa Dua Subdistrict, Tangerang. This study used a descriptive analysis method. Mechanical implementation of research using survey methods. Locations were selected intentionally (purposive). The samples in this study with accidental sampling, the number of respondents by 80 respondents. Data and information in the research is the primary data and secondary data. Primary data was then analyzed using a model Multiatribut Fishbein. Based on the analysis multiatribut Fishbein of calculating the value of the attitude of the respondents, the order of attributes from the highest to the lowest in a row is the value of the attitude in which Bango soy sauce taste, availability, brand, packaging, consistency, aroma, color, price. In additio , it is known that sweet soy products are most favored by respondents (consumers) is Bango soy sauce because it has the superior attitude that is 6,67. So that could mean that the overall consumer decide purchasing Bango soy sauce because of the attributes appropriate with their pretension.

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Thesis (S1)

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