Azhar Pratama, Muhammad (2024) PENGARUH ATRIBUT PRODUK CITA RASA, HARGA DAN KUALITAS TERHADAP KEPUTUSAN PEMBELIAN KECAP BANGO DI KOTA SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This study is to analyze determine the attributes of Bango sweet soy sauce products that are most considered by consumers in Serang City. The method used in this research is unsaturated sampling method, with purposive location determination, namely in Serang City. The collected data consists of primary and secondary data. The research method for data analysis is using the fishbein analysis model and multiple regression analysis. The results of this study indicate that the order of the attributes from the highest to the lowest is the attitude value of Bango soy sauce, namely taste, price, quality. In addition, it is known that Bango's sweet soy sauce product is sweet soy sauce which is liked by respondents (consumers). This is evidenced by a good attitude value of 1.95. So that it can be interpreted that as a whole consumers buy soy sauce bango because of the interesting attributes of bango soy sauce so that the product attributes greatly influence the purchasing decision of bango soy sauce in the city of Serang. Apart from that, the attribute that most influences the decision to purchase Bango soy sauce in the city of Serang is the taste attribute with an adjusted R2 value for the taste variable (X1) of 87.6%.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Sujanah, Nanah 197011262003122001 Thesis advisor Anggraeni, Dian 19700916200501200
Additional Information:	Penelitian ini bertujuan untuk menganalisis atribut produk kecap manis Bango yang paling banyak diperhatikan konsumen di Kota Serang. Metode yang digunakan dalam penelitian ini adalah metode unsaturated sampling, dengan penentuan lokasi secara purposif yaitu di Kota Serang. Data yang dikumpulkan terdiri dari data primer dan sekunder. Metode penelitian untuk analisis data menggunakan model analisis fishbein dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa urutan atribut tertinggi hingga terendah merupakan nilai sikap kecap Bango yaitu rasa, harga, kualitas. Selain itu diketahui bahwa produk kecap manis Bango merupakan kecap manis yang disukai oleh responden (konsumen). Hal ini dibuktikan dengan nilai sikap baik sebesar 1,95. Sehingga dapat diartikan bahwa secara keseluruhan konsumen membeli kecap bango karena atribut kecap bango yang menarik sehingga atribut produk tersebut sangat mempengaruhi keputusan pembelian kecap bango di kota Serang. Selain itu atribut yang paling berpengaruh terhadap keputusan pembelian kecap bango di kota Serang adalah atribut rasa dengan nilai customized R2 pada variabel rasa (X1) sebesar 87,6%.
Uncontrolled Keywords:	Bango, Soy Sauce, Fishbein Analysis Model, Multiple Regression Analysis, unsaturated sampling, Taste, Price, Quality.
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	mr Azhar Pratama
Date Deposited:	25 Mar 2024 14:01
Last Modified:	25 Mar 2024 14:01
URI:	http://eprints.untirta.ac.id/id/eprint/34012

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