ANALISIS PREFERENSI KONSUMEN DAN PERFORMA ATRIBUT DALAM PEMILIHAN BERAS DI TOKO HOKKY SURABAYA

  • Stevan Edbert Togap Siringoringo Jurusan Ilmu Ekonomi / Universitas Surabaya
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Keywords: Consumer Preferences, Attributes, Consumer Satisfaction

Abstract

Abstrak - Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh signifikan antar atribut dan preferensi konsumen terhadap kepuasan konsumen dalam pembelian beras impor atau beras lokal. Dengna mencari sampel di Kota Surabaya sebanyak 5 responden. Metode analisis yang digunakan adalah dengan Uji Analisis Deskriptif dan Uji Importan Performance Analysis dengan menggunakan alat analisis untuk membantu mengolah data adalah program IBM SPSS 22. Sedangkan data yang digunakan adalah data kualitatif yang berupa kuesioner Hasil analisis menunjukkan bahwa Atribut memiliki hubungan kausal dengan Preferensi konsumen dan Atribut memiliki hubungan kausal terhadap Kepuasan konsumen.

Kata Kunci : Preferensi Konsumen, Atribut, Kepuasan Konsumen.

Abstract - This study was conducted with the aim to determine whether there is significant influence between attributes with consumer preferences and consumer satisfaction in the purchase of imported rice or local rice. Dengna looking for samples in Surabaya as many as 5 respondents. The method of analysis used is with Descriptive Analysis Test and Test Important Performance Analysis by using analytical tools to help process data is the program IBM SPSS 22. While the data used are qualitative data in the form of questionnaires The result of the analysis shows that Attribute has causal relation with consumer preference and attribute has causal relation to consumer satisfaction.

Keywords Consumer Preferences, Attributes, Consumer Satisfaction

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References

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Published
2019-09-01
Issue
Vol. 8 No. 1 (2019): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Ilmu Ekonomi (SP)

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