ATRIBUT PRODUK YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN TEH CELUP DAN TEH TUBRUK (Studi Kasus di Pasar Induk Rau Kota Serang Propinsi Banten)

OKTAVIANI UTAMI, ASRI (2018) ATRIBUT PRODUK YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN TEH CELUP DAN TEH TUBRUK (Studi Kasus di Pasar Induk Rau Kota Serang Propinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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ATRIBUT PRODUK YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN TEH CELUP DAN TEH TUBRUK (Studi Kasus di Pasar Induk Rau Kota Serang Propinsi Banten).pdf
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Abstract

Consumer preferences for a product will continue to increase in accordance with the quality and quantity of which is owned by a particular product. Consumers will use different criteria to select and buy products in accordance with the needs, tastes and purchasing power. it makes more and more customers more closely in meeting their needs. Consumers will choose better quality products with cheaper prices. This study aims to determine consumer preferences for tea bags and tea brewed and the factors that influence consumer behavior in purchasing tea bag and tea brewed. As for the methods used in this study is a survey method. Samples that are taken are 50 people with accidental technique sampling. Data obtained is the primary data obtained from interviews with respondents using a questionnaire. Secondary data obtained from literature studies and books that support. This research use descriptive analysis method and conjoint analysis. Descriptive analysis is used to determine the identity and characteristics of respondents. Conjoint analysis is used to determine consumer preferences for tea bags and brewed tea. Conjoint analysis of consumer preferences for tea bags showed that the attributes that are considered most important to least important based on the Relative Value of Interest (NKR) are attributes of aroma, flavor attributes, the attributes thickness, attributes the ease of brewing, and price attributes. based on the value of usability standard (HCV) for each attribute is known that most respondents liked the feeling of being in consuming tea, tea that is light brown to concentrations of tea, with original tea flavor, and the price of cheap tea. While consumer preferences for brewed tea shows that the attributes that are considered most important to least important based on the relative importance value (NKR) are attributes of aroma, flavor attributes, the attributes thickness, attributes the ease of brewing, and price attributes. based on the value of usability standard (HCV) for each attribute is known that most respondents liked the intensity of colored light brown tea, a sense of being, with original tea flavor, easy to brew tea and a low price.

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Thesis (S1)

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