VERIA, TRIE AYU (2016) ANALISIS SIKAP KONSUMEN TERHADAP KOPI TUBRUK CAP KUPU-KUPU DAN CAP AYAM DI PASAR RANGKASBITUNG. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

The purpose of this study is to determine consumer attitudes toward Cap KupuKupu and Cap Ayam coffee powder in Rangkasbitung market. The method used in the study is the Fishbein Attitude Model with sixty respondense. It uses accidental sampling to choose the sample. This research uses six attributes of a product based on literature study of previous studies, those are flavor, aroma, thickness, brand, package, and price. Based on this research, the value of consumer attitudes of Cap Kupu-Kupu coffee powder is 3,99 and Cap Ayam coffee powder is 3,11. It means Cap Kupu-Kupu coffee powder is prefered by respondense than Cap Ayam coffee powder. Consumer attitudes toward Cap Kupu-Kupu, those are aroma (0,95), package (0,60), flavor (0,60), brand (0,62), price (0,53), and thickness (0,28). Consumer attitudes toward Cap Ayam, those are aroma (0,69), price (0,67), flavor (0,60), package (0,60), brand (0,38), and thickness (0,19).

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