Kurnia Rahmah, Selvi (2023) PERSEPSI KONSUMEN TERHADAP DONAT MADU CIHANJUANG (Suatu Kasus pada Donat Madu Cihanjuang Kota Cilegon). S1 thesis, UNIVERSTITAS SULTAN AGENG TIRTAYASA.

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Abstract

Donat Madu Cihanjuang Cilegon was founded by Mr. Adit in 2014 which now has 6 employees Donat Madu Cihanjuang Cilegon is located at Temu Putih Street No. 102, Jombang Wetan, Kec. Jombang, Cilegon City, Banten Province where the location is a strategic location because it is located close to residential areas and shopping areas. The opening hours for Cihanjuang honey donuts are Monday-Sunday 09.00–21.00 WIB. Cihanjuang honey donuts provide many flavors of honey donuts and have quite affordable prices. The attributes used in this study were taste, smells, packaging, brand and price. The method used was a survey method and data analysis used was Multidimensional Scaling (MDS). Characteristics of respondents based on gender were 72% female, 60% based on age 21-30 years, based on marital status 54% married, based on the latest education level 50% high school and based on type of work 42% private employees. Consumer perceptions show that Cihanjuang Honey Donuts are considered superior in the attributes of taste, aroma, packaging and price. Where Cihanjuang Honey Donuts have a sweeter taste, more fragrant aroma, more attractive packaging and a lower price than competing donut products, namely Dunkin Donut and J.CO Donut. For brand attributes on Donat Madu Cihanjuang, it is considered to have a less well-known brand than its competitor brands, namely Dunkin Donut and J.CO Donut. Keywords : Consumer perception, Characteristic respondents, Attribute of Donat Madu Cihanjuang

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Sulaeni, Sulaeni 196901312001121001 Thesis advisor Wibowo, Aris Supriyo 196307272006041001
Additional Information:	Donat Madu Cihanjuang Cilegon didirikan oleh Bapak Adit pada tahun 2014 yang kini memiliki 6 orang karyawan. Donat Madu Cihanjuang Cilegon beralamat di Jalan Temu Putih No. 102, Jombang Wetan, Kec. Jombang, Kota Cilegon, Provinsi Banten dimana lokasi tersebut merupakan lokasi yang strategis karena berada dekat dengan kawasan pemukiman dan kawasan perbelanjaan. Jam buka donat madu Cihanjuang adalah Senin-Minggu pukul 09.00–21.00 WIB. Donat madu Cihanjuang menyediakan banyak varian rasa donat madu dan memiliki harga yang cukup terjangkau. Atribut yang digunakan dalam penelitian ini adalah rasa, aroma, kemasan, merek dan harga. Metode yang digunakan adalah metode survey dan analisis data yang digunakan adalah Multidimensional Scaling (MDS). Karakteristik responden berdasarkan jenis kelamin adalah 72% perempuan, 60% berdasarkan usia 21-30 tahun, berdasarkan status pernikahan 54% menikah, berdasarkan tingkat pendidikan terakhir 50% SMA dan berdasarkan jenis pekerjaan 42% pegawai swasta. Persepsi konsumen menunjukkan bahwa Donat Madu Cihanjuang dinilai unggul pada atribut rasa, aroma, kemasan dan harga. Dimana Donat Madu Cihanjuang memiliki rasa yang lebih manis, aroma yang lebih harum, kemasan yang lebih menarik dan harga yang lebih murah dibandingkan produk donat pesaing yaitu Dunkin Donut dan J.CO Donut. Untuk atribut merek pada Donat Madu Cihanjuang dinilai memiliki merek yang kurang terkenal dibandingkan merek pesaingnya yaitu Dunkin Donut dan J.CO Donut.
Uncontrolled Keywords:	Keywords : Consumer perception, Characteristic respondents, Attribute of Donat Madu Cihanjuang
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Selvi Kurnia Rahmah
Date Deposited:	08 Jun 2023 09:43
Last Modified:	08 Jun 2023 09:43
URI:	http://eprints.untirta.ac.id/id/eprint/25239

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