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Abstract
One form of agro-processing industry is donuts. The bakery is one business that is engaged in the fulfillment of their needs and as a tangible example of product development of agricultural products, which also had a very tight competition from time to time. The research was conducted in February-March 2012 in the city of Bengkulu with the aim of knowing the attitudes and behavior of consumers towards the product package Surya donut bakery in the city of Bengkulu. Overall the total consumer attitude (AB) to the product package Surya donut bakery in the city of Bengkulu is positive with a total value of (10.289), The results obtained for the consumer behavior towards Surya bakery donut package is positive with a value of (7.5914), which indicates that consumer attitudes (AB), which results either positive or no consistent relationship to consumer behavior (B), which also results in a positive or good.
Keywords: Consumer attitude and behaviour, value added, Product development process
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References
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References
Afrizal, 2003. Analisis Sikap dan Perilaku Konsumen Terhadap Makanan Lempuk Yovita di Kota Bengkulu. Skripsi. Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Bengkulu. (tidak dipublikasikan)
Anwar Prabu, M. 1997. Perilaku Konsumen. Yogyakarta
Betharia. 2001. Analisis Sikap dan Hubungannya dengan Perilaku Konsumen Makanan Siap Saji (Fast Food) California Fried Chicken di Kota Bengkulu. Skripsi. Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Bengkulu. (tidak dipublikasikan)
Mukhlis. 2003. Analisis Sikap dan Perilaku Petani terhadap Pestisida Agrimec 18 BC PT Syngenta di Desa Sumber Urip Kecamatan Selupu Rejang Kabupaten Rejang Lebong. Skripsi. Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Bengkulu. (tidak dipublikasikan)
Nugroho, J. Setiadi. 2003. Perilaku Konsumen. Prenada Media, Jakarta.
Saragih, B. 2000. Karakteristik Agribisnis dan Implikasinya untuk Manajemen Agribisnis. Jurnal Agribisnis Vol. 2 No. 2, Januari-Juni 2000. Pusat Bisnis Universitas Jember.
Surjadi. 2002. Pengaruh Iklan terhadap Perilaku Pembelian Konsumen Teh dalam Keluarga. Jurnal Agroekonomi Vol.2 No. 2. Pusat penelitian dan Pengembangan Sosial Ekonomi Pertanian, Bogor.
Umar, H. 1998. Metode Penelitian untuk Skripsi dan Tesis Bisnis. PT rajaGrafindo Persada, Jakarta.