PENGARUH ATRIBUT KEMASAN MAKANAN DAN KARAKTERISTIK KONSUMEN TERHADAP PEMBELIAN

Tri Hanifawati, Any Suryantini, Jangkung Handoyo Mulyo

Abstract


Tujuan penelitian ini adalah untuk mengetahui pengaruh atribut kemasan makanan dan karakteristik konsumen terhadap persepsi, pencarian informasi, pemilihan alternatif, dan perilaku setelah pembelian. Pengambilan data menggunakan teknik convenience sampling kepada 400 responden dan wawancara kepada asosiasi ritel dan industri makanan. Analisis data dengan menggunakan Interpretasi Skor Interval dan Seemingly Unrelated Regression. Hasil menunjukkan bahwa atribut kualitas dan fitur kemasan berpengaruh lebih besar terhadap semua tahapan keputusan pembelian. Secara simultan karakteristik responden berpengaruh signifikan terhadap persepsi, pemilihan alternatif, dan perilaku setelah pembelian. Intensitas belanja berpengaruh signifikan terhadap persepsi dan perilaku setelah pembelian; sedangkan umur, jenis kelamin, dan pendapatan berpengaruh signifikan terhadap pemilihan alternatif dan perilaku setelah pembelian. Implikasinya, IKM makanan perlu memberikan perhatian lebih besar terhadap atribut kemasan yang berpengaruh lebih besar.

THE EFFECT OF FOOD PACKAGING AND CONSUMER CHARACTERISTICS ON PURCHASE BEHAVIOR

ABSTRACT
This study aims to determine the effect of snack package attributes and consumer characteristics on the perception, information search, alternative selection, and after purchase behaviour. The survey wasdone by the convenience sampling technique to 400 respondents and interviewingretail and food industries association. Data analysiswas Interval Score interpretation and Seemingly Unrelated Regression. The results show that the quality attributes and package features have greater effect on all purchasing decision stages. The respondent characteristics, simultaneously, significantly affect the perception, information search, alternative selection, and after purchase behaviour. The shopping intensity significantly affect the perception and after purchase behaviour; while, age, gender, and income significantly affect the alternative selection and after purchase behaviour. The implication is that food SMEs are required to give greater attention to the attributes greater affected. 


Keywords


industri makanan, strategi produk, pemasaran, perilaku konsumen

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DOI: http://dx.doi.org/10.21107/agriekonomika.v6i1.1895

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