AISYAH FERNANDA, GHEA (2024) PERSEPSI KONSUMEN TERHADAP SOP DURIAN DI CAFE DURIAN WOKE SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
There was a decrease in sales of durian soup products at Cafe Durian Woke. This decline indicates that there is intense competition and differences in consumer perceptions of durian soup products. The purpose of this study was to identify consumer characteristics and analyze consumer perceptions of durian soup at Cafe Durian Woke Serang. The product attributes used are price, taste, aroma, portion, and brand. The method used in this research is the survey method and the data analysis used is Importance Performace Analysis (IPA). Based on the results of the study, the characteristics of respondents in consumer perceptions of durian soup at Cafe Durian Woke are that most consumers buy and consume durian soup at Cafe Durian Woke based on female gender with a percentage of 86%, based on age, namely 17-26 years with a percentage of 38%, based on the latest education level, namely high school with a percentage of 72%, based on activity status, namely housewives with a percentage of 44%, and based on income, namely <Rp 1 million with a percentage of 54%. Based on the results of the analysis using the IPA method, consumer perceptions of durian soup based on product attributes found in quadrant I (top priority), namely portion. The next attributes included in quadrant II (maintain achievement) are price and taste. Attributes included in quadrant III (low priority) are brand and aroma. In quadrant IV (excessive) there are no durian soup attributes.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Terjadi penurunan penjualan produk sop durian di Cafe Durian Woke. Penurunan ini mengindikasikan adanya persaingan yang ketat dan perbedaan persepsi konsumen terhadap produk sop durian. Tujuan dari penelitian ini adalah untuk mengidentifikasi karakteristik konsumen dan menganalisis persepsi konsumen terhadap sop durian di Cafe Durian Woke Serang. Atribut produk yang digunakan adalah harga, rasa, aroma, porsi, dan merek. Metode yang digunakan dalam penelitian ini adalah metode survei dan analisis data yang digunakan adalah Importance Performance Analysis (IPA). Berdasarkan hasil penelitian, karakteristik responden dalam persepsi konsumen terhadap sop durian di Cafe Durian Woke adalah sebagian besar konsumen membeli dan mengkonsumsi sop durian di Cafe Durian Woke berdasarkan jenis kelamin perempuan dengan persentase sebesar 86%, berdasarkan usia yaitu 17-26 tahun dengan persentase sebesar 38%, berdasarkan tingkat pendidikan terakhir yaitu SMA dengan persentase sebesar 72%, berdasarkan status pekerjaan yaitu ibu rumah tangga dengan persentase sebesar 44%, dan berdasarkan pendapatan yaitu <Rp 1 juta dengan persentase sebesar 54%. Berdasarkan hasil analisis dengan menggunakan metode IPA, persepsi konsumen terhadap sop durian berdasarkan atribut produk yang terdapat pada kuadran I (prioritas utama) yaitu porsi. Atribut selanjutnya yang termasuk dalam kuadran II (pertahankan prestasi) yaitu harga dan rasa. Atribut yang termasuk dalam kuadran III (prioritas rendah) adalah merek dan aroma. Pada kuadran IV (berlebihan) tidak terdapat atribut sop durian. | |||||||||
| Uncontrolled Keywords: | Consumer perception, Characteristic consumer, ImportancePerformance Analysis (IPA) | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Ghea Aisyah Fernanda | |||||||||
| Date Deposited: | 25 Sep 2024 15:21 | |||||||||
| Last Modified: | 25 Sep 2024 15:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42455 |
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