SAMARRA, KHALISHAH (2023) ANALISIS PENGARUH ATRIBUT PRODUK TERHADAP MINAT BELI BERAS PORANG “FUKUMI” (Studi Kasus Pada Konsumen Di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The increasing demand for domestic rice, makes government overwhelmed because supply of domestic rice can't fulfill the demand. So the government found a solution by using analog rice instead of rice. One of the non-rice raw materials that has been used in making analog rice is porang tubers as a porang rice. This has prompted researcher to conduct research related to “Analysis On The Effect Of Product Attributes On Purchasing Intention In Porang Rice “FUKUMI” (Case Study On Consumers In Tangerang City)”. The aims of this research is to examine the effect of product attributes (such as price, product quality and packaging) on consumer intention of purchasing porang rice. The data analysis used multiple linear regression and used the SPSS 21 version as tools. The sample of this research was 100 consumen of Fukumi rice. The technique that being used in sampling was purposive sampling technique through social media blasting (e.g. Instagram and Twitter). The results of this study show that price, product quality and packaging have a positive and significant effect both partially and simultaneously on intention of purchasing porang rice.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Meningkatnya permintaan beras dalam negeri, membuat pemerintah kewalahan karena pasokan beras dalam negeri tidak bisa memenuhi permintaan. Maka pemerintah mencari solusi dengan menggunakan beras analog sebagai pengganti beras. Salah satu bahan baku non beras yang telah digunakan dalam pembuatan beras analog adalah umbi porang sebagai bahan pembuatan beras porang. Hal tersebut mendorong peneliti untuk melakukan penelitian yang berkaitan dengan “Analisis Pengaruh Atribut Produk Terhadap Minat Beli Pada Beras Porang “FUKUMI” (Studi Kasus Pada Konsumen Di Kota Tangerang)”. Penelitian ini bertujuan untuk menguji pengaruh atribut produk (seperti harga, kualitas produk dan kemasan) terhadap niat konsumen membeli beras porang. Analisis data menggunakan regresi linier berganda dan menggunakan alat bantu SPSS versi 21. Sampel penelitian ini adalah 100 konsumen beras Fukumi. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling melalui sosial media blasting (melalui Instagram dan Twitter). Hasil penelitian ini menunjukkan bahwa harga, kualitas produk dan kemasan berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap minat beli beras porang. | |||||||||
| Uncontrolled Keywords: | Keywords: purchasing intention, price, quality product, packaging and porang rice. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Khalishah Samarra | |||||||||
| Date Deposited: | 04 Aug 2023 16:44 | |||||||||
| Last Modified: | 04 Aug 2023 16:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27428 |
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