ANALISIS PREFERENSI MAHASISWA TERHADAP PEMBELIAN GREEN TEA SIAP MINUM (RTD) DI KOTA SURAKARTA

Abstract

ABSTRACT: This study aims to (1) Knowing what product attributes are consumer preferences in purchasing decisions for green tea redy to drink (RTD) products among students in Surakarta City and (2) Knowing the product attributes that most consumers consider in the deision to purchase green tea redy to drink (RTD) products among student in the city of Surakarta. The locaions were choosen purposively in Sebelas Maret University Surakarta (UNS) and Muhammadiyah Universuty Surakarta (UMS). Data Analysis using chi square analysis and multiatributes fishbein. The results showed: (1) there are differences in preferences on attributes of green tea ready to drink (RTD) product. (2) the brand attribute category that is the preference is Nu Green Tea brand. (3) the flavor variant attribute category that is the preference is the original flavor. (4) the 250 ml volume becomes the most selected attributes category in the volume attributes. (5) the category of packaging attributes that becomes a preference is plastic bottles (PET). (6) the attributes of green tea ready to drink (RTD) that are most considered by student in Surakarta City are brand, flavor variant, packging and volume. 

Keywords: Consumer Preferences, Chi square, Multiatribut fishbein, Green tea, RTD drink