ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN SUSU ULTRA MILK DI PASAR MODERN KOTA SURAKARTA

Abstract

ABSTRACT :This research aims to analyse customers’ preference in purchasing Ultra Milk in the Modern Market of Surakarta City.This research used descriptive as its method. The location of the research is on Surakarta’s modern market, which are Luwes Gading, Luwes Nusukan, Luwes Lojiwetan, and Superindo Adisucipto. This research used primary and secondary data. Primary data is obtained from the questionnaire filled by respondents. Secondary data is obtained from government’s institutions. Sampling technique applied for this research is accidental sampling. This research used chi-square analysis and multi attribute fishbein model as its data analysis method. Based on the research, the result says that: (1) there are different preference within the customers of Ultra Milk based on attribute  the state of the drink when purchased, promotion, size of product and flavor variant. The most popular Ultra Milk attribute within the customer when purchasing the beverage are: room temperature, chocolate flavor, the size of 1000ml and promotion on TV. (2) The most considered attribute on purchasing Ultra Milk in modern market in city of Surakarta is the matter of flavor.

Keywords :

Consumer Preferences, Fishbein Multiattribute, Ultra Milk, Product Attributes.