Download Bukti Potong
| Nama |
|---|
| NIP |
|---|
| NPWP |
|---|
| Alamat |
|---|
| Tahun |
|---|
This study aimed to identify the characteristics of duck jerky consumer product, analyze the process of consumer purchasing decisions made on duck jerky products, and examines consumer attitudes toward various attributes of duck jerky products in Hulu Sungai Utara Regency. The analysis used is descriptive analysis and analysis of Fishbein. The results showed that the characteristics of the respondents in this study the majority (57%) and female sex aged 31-35 years (32%), as well as the status is married (88%). The majority have a job as private employees (46%) with incomes Rp.2.000.001-Rp.3.000.000 (46%) and highest education is dominated by high school/equivalent (42%). The results showed that the consumer has the highest pitch attitude toward taste attributes compared with the attributes, price, brand, packaging, size and ease of obtaining the product. This causes the attributes consumers think the main consideration in buying and consuming duck jerky products. Consumer attitudes toward duck jerky products is influenced by several attributes attached to the duck jerky products. A positive attitude also showed that consumers liked the taste attributes, price, brand, packaging, size and ease of obtaining the products contained in the duck jerky so it can be used as a factor in buying and consuming duck jerky.
Keywords : consumer behavior, duck jerky, fishbein multiatribut analysis
