SIKAP DAN KETERLIBATAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN BERAS DI PASAR MODERN KOTA SURAKARTA

Abstract

Abstract : This research is aimed to know and to analyze the consumer attitude, consumer involvement, differences of each brand and type of consumer attitude in rice purchase decision in the modern market of Kota Surakarta. The basic method of the research is descriptive analytic. The method of location determination was done with purposive sampling method and sampling method was determined by accidental sampling with 60 respondents. The result of this research showed that the rice consumer attitude in Surakarta modern market is neutral. The involvement of the consumer in the process of making the rice purchase decision in Surakarta modern market belonged to high with the number

34.26. The result of counting Anova one way showed the difference between the rice brands in modern market at Surakarta was significant. From the counting of the consumer involvement and the difference from each brand can be concluded that every type of rice consumer behavior in traditional market of Surakarta consumer behavior complex type because the consumer considered all of the attributes in the rice which will be bought and the consumer also realized there was a difference between each rice brand in traditional market of Surakarta.

Key words : Rice, Multiatribut Fishbein, inventory design involvement, the difference of each brands, type of consumer behavior.