AINI, NOVATIN (2015) ANALISIS PREFERENSI KONSUMEN TERHADAP KECAP MANIS BANGO DAN ABC (Studi Kasus di Pasar Rau, Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

ABSTRACT This study aims to analyze consumer preferences for attributes Bango soy sauce and ABC in Market Rau, Serang. This study used a descriptive analysis method. Mechanical implementation of research using survey methods. Locations were selected intentionally (purposive). The samples in this study with accidental sampling, the number of respondents by 80 respondents. Data and information in the research is the primary data and secondary data. Primary data was then analyzed using a model Multiatribut Fishbein. Based on the analysis multiatribut Fishbein of calculating the value of the attitude of the respondents, the order of attributes from the highest to the lowest in a row is the value of the attitude in which Bango soy sauce taste, availability, brand, packaging, consistency, aroma, color, price. While the value of consumer attitudes on ABC soy sauce that sense, branding, packaging, color, availability, price, aroma, consistency. In additio , it is known that sweet soy products are most favored by respondents (consumers) is Bango soy sauce because it has the superior attitude that is 6,67. Meanwhile, ABC soy sauce has a lower value of attitude is 5.03. So that could mean that the overall consumer prefers Bango soy sauce instead of soy sauce ABC because respondents assess some attributes Bango soy sauce better than soy sauce ABC. Key words : Consumer Preferences, sweet soy sauce

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