ANALISIS SIKAP KONSUMEN PADA PEMBELIAN BERAS DI KOTA SALATIGA

Farah Kamila; Edy Prasetyo; Wiludjeng Roessali

doi:10.14710/agrisocionomics.v3i1.2980

DOI: https://doi.org/10.14710/agrisocionomics.v3i1.2980

ANALISIS SIKAP KONSUMEN PADA PEMBELIAN BERAS DI KOTA SALATIGA

*Farah Kamila - Diponegoro University, Indonesia

Edy Prasetyo - Diponegoro University, Indonesia

Wiludjeng Roessali - Diponegoro University, Indonesia

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Abstract

Tujuan penelitian adalah untuk menganalisis sikap konsumen terhadap atribut yang paling mempengaruhi pembelian beras dan menganalisis faktor-faktor yang mempengaruhi keputusan pembelian beras organik dan non organik di Kota Salatiga. Penelitian dilaksanakan pada bulan Januari 2018 di Kelurahan Kutowinangun Lor, Kelurahan Kalibening, Kelurahan Tegalrejo dan Kelurahan Cebongan, Kota Salatiga. Metode penelitian yang digunakan adalah survei. Pengambilan sampel menggunakan metode multistage cluster sampling. Penentuan jumlah responden menggunakan metode quota sampling dengan responden sebanyak 100 orang. Analisis data menggunakan model multiatribut fishbein dan regresi logistik biner. Hasil penelitian menunjukkan bahwa responden beras di Kota Salatiga lebih menyukai beras non organik. Secara serempak variabel jenis kelamin, umur, pendapatan, jumlah anggota keluarga, ketersediaan beras non organik dan harga beras non organik berpengaruh signifikan terhadap keputusan pembelian beras. Secara parsial, variabel pendapatan dan ketersediaan beras non organik berpengaruh signifikan terhadap keputusan pembelian beras, sedangkan variabel jenis kelamin, umur, jumlah anggota keluarga dan harga beras non organik tidak berpengaruh terhadap keputusan pembelian beras di Kota Salatiga.

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Keywords: beras; fishbein; keputusan pembelian; logit; sikap

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In Vol 3, No 1 (2019): Mei 2019

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