ANALISIS PERSEPSI, SIKAP DAN PERILAKU KONSUMEN TERHADAP PANCAKE DURIAN (STUDI KASUS : PANCAKE DURIAN PRODUKSI CELEBRITY PANCAKE)

Desyanti Marbun(1), Basuki Sigit Priyono(2), Melli Suryanty(3),
(1) Alumni Jurusan Sosial Ekonomi Pertanian UNIB, Indonesia
(2) Staff Pengajar Jurusan Sosial Ekonomi Pertanian UNIB, Indonesia
(3) Staff Pengajar Jurusan Sosial Ekonomi Pertanian UNIB, Indonesia

Abstract


The research was aimed to analyze the perception, attitude and behavior of consumer durian pancakes production Celebrity Pancake. Research method: study area is defined as purposive on the street S.Parman in the city of Bengkulu. Consumer respondents  were taken by  used accidental  sampling.  Intended  for  consumers  who purchase the products of durian pancake at Celebrity Pancake. Methods of data analysis used Likert scale, analysis of descriptive, and Fishbein. The result showed, consumer perceptions to attribute durian pancakes had been different result, that is attribute taste, flavour, color, and sachet appear are in good category, while the price is at category less well, The consumer attitudes to durian pancakes which indicated trend to a positive attitude. The consumer behaviour to durian pancakes product indicated behaviors liking. Consumer considers all the important attributes of the durian pancakes product.

 

Keywords: Perception, Attitude, behaviours, Consumer


Keywords


Jurnal Agrisep

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DOI: https://doi.org/10.31186/agrisep.14.2.215-226

URN: http://nbn-resolving.de/urn:nbn:de:0001jagrisep.14.2.215-2260

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Copyright (c) 2015 Desyanti Marbun, Basuki Sigit Priyono, Melli Suryanty

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