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PREFERENSI KONSUMEN BERAS BERLABEL (CONSUMER’S PREFERENCES FOR LABELED RICE )
Abstract
ABSTRAK
Perilaku konsumen beras telah bergeser dari sekadar mengkonsumsi beras berkualitas sedang menjadi beras berkualitas tinggi. Pergeseran ini telah melahirkan produk beras berlabel. Tujuan penelitian ini adalah untuk (1) mengetahui tahapan proses keputusan pembelian yang dilakukan konsumen produk beras berlabel, (2) menganalisis sikap konsumen dan maksud perilaku konsumen terhadap produk beras berlabel, dan (3) menganalisis preferensi konsumen terhadap berbagai atribut yang melekat pada produk beras berlabel. Penelitian dilaksanakan di Kota Kendari, Ibukota Provinsi Sulawesi Tenggara. Penelitian ini menggunakan Analisis Model Engel, Analisis Sikap Multiatribut Fishbein, dan Analisis Konjoin. Hasil penelitian memberikan gambaran beberapa perilaku konsumen dimulai dari pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan evaluasi pasca pembelian. Analisis Sikap Multiatribut Fishbein menunjukkan bahwa sikap konsumen terhadap produk beras berlabel adalah baik. Preferensi konsumen produk beras berlabel meliputi beberapa atribut,yaitu produk dengan harga yang sedang, kemasan berukuran 25 kg, merk yang terkenal, mencantumkan SNI, butiran beras yang utuh, mementingkan varietas tertentu, warna beras yang bening, dan desain warna kemasan yang menyolok, namun tidak mementingkan panduan memasak. Kombinasi sembilan atribut dapat diterima untuk menggambarkan preferensi konsumen. Rekomendasi penelitian ini adalah preferensi konsumen dapat menjadi acuan untuk memproduksi beras berlabel.
ABSTRACT
Behavior of the rice consumer has shifted from consumption the standard-quality rice becoming high-quality rice. This shift has arisen labeled rice products. The purpose of this study was to (1) understanding the stage of the purchase decision process undertaken by consumers of labeled rice products, (2) analyzing the consumer attitudes and behavioral intention of consumers towards labeled rice products, and (3) analyzing the consumer preferences for various attributes inherent in labeled rice products. The study was conducted in Kendari, Southeast Sulawesi Province. This study uses Engel Model Analysis, Fishbein Multi-attributes Attitudes Analysis, and Conjoint Analysis. The results of this study indicated that Engel Model described some consumer behavior, which it beginning from the be aware of needs, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The Fishbein Multi-attributes Attitudes Analysis showed that consumer attitudes toward labeled rice products is good. The Conjoint Analysis showed consumer preferences of labeled rice product are medium-price products, the packaging size of 25 kg, well-known brands, the Indonesian National Standard (SNI) label is attached, perfect grain of the rice in quality, cooking guide is ignored, having certain varieties, clear rice in colors, striking in the packaging color design. The conclusions of this study is combinations of the nine attributes is acceptable to describing consumer preferences. The recommendation of this study is consumer preference should be a reference for producing labeled rice products.
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DOI: https://doi.org/10.21107/agriekonomika.v4i1.670
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