ANALISIS TIPE PERILAKU KONSUMEN BERAS BERMEREK DI KABUPATEN SUKOHARJO

Abstract

Abstract:The aims of this research are to find out and to analyze the involvement of customers, the differences of rice brands and types of customer behavior in decision making to buy branded rice in Sukoharjo Regency. The basic method of the research is analysis descriptive. The method to determine the location of research uses purposive sampling. Sampling determination method uses judgement sampling based on 60 respondents. Technique of analyzing data  are (1) inventory design involvement (2) the difference of each brands (3) types of customer behavior. The result shows that the involvement of customers in decision making to buy branded rice in Sukoharjo Regency is high with the denomination of 26,51. The counting result of Anova one way shows the differences of brands between branded rice in Sukoharjo Regency is insignificant. Based on the counting of customers involvement and differences of brand, it can be concluded that the type of customer behavior in Sukoharjo Regency is classified as dissonance reducion procurement. Dissonance reduction procurement is lack of the customers to find and evaluate the brand because of the inability to see differences of brands.

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