ANALISIS PERILAKU KONSUMEN SUSU UHT(ULTRA HIGH TEMPERATUER) DI PASAR SWALAYAN KOTA SURAKARTA

Abstract

Abstract : This study aims to, knowing the difference between brand (differences Among brand) UHT milk by consumers in Surakarta, knowing the involvement of consumers (consumer involvement) in the process of making purchasing decisions UHT milk in Surakarta and know the type of consumer behavior (consumer behavior) UHT milk in Surakarta , Intake area of research is purposive namely Surakarta. The samples in this study using judgmental sampling method while determining the amount of the sample of respondents on the basis of confident level of 95% of 100 respondents. Determination of the number of respondents in each supermarkets, using quota sampling. This study uses a model of the type of consumer behavior, according to Henry Assael that menggembangkan two factors, namely the difference between brands is analyzed by Anova one way and consumer engagement analyzed by Zaichowsky. The results showed the difference between brand UHT milk is significant where calculated F value of 13.997 with a significance of 0.018 <0.05. While the involvement of consumers in the purchase decision making process UHT milk in Supermarkets Surakarta is high with a value of 35.53 (> 24). Based on the analysis above it can be concluded that consumer behavior in the UHT milk Supermarkets Surakarta is a complex type of consumer behavior (Complex buying behavior) means that consumers have a significant difference between the brand and the high involvement.