ANALISIS FAKTOR-FAKTOR YANG MENPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN BUAH PISANG CAVENDISH DI KOTA SURAKARTA

Abstract

ABSTRACT: This research aims to analyze the general characteristics of consumers, the process of consumer purchase decision stages and the most influential attribute for consumers in buying cavendish bananas in Surakarta City. The location was purposively chosen in Surakarta City. The sampling method used was a accidental sampling method with 100 respondents. The data were analyzed by descriptive analysis and fishbein multiattribute analysis . The result showed that the general characteristics of consumers are a 17-25 years old female and have a high education level. Most consumers already have a jobs with monthly incomes more than IDR 3,500,000.00. The decision making process consists of the need recognition phase where most of the respondents had the motivation to be aware of the importance of the benefits of cavendish bananas and the benefits sought were to fulfill the body's nutritional needs. The information search phase most respondents gets the information about cavendish bananas from friends or family and the focus of attention when getting information about the cavendish banana is its quality. The alternative evaluation phase The main consideration of most respondents in buying cavendish bananas is the nutritional content. Consumers have consumed bananas other than cavendish bananas because the quality is almost the same or better. The buying process stage most of the respondents bought cavendish bananas of their own influence and bought in supermarkets / minimarkets in a planned manner and the post-purchase stage most respondents were satisfied with cavendish bananas and were interested in repurchasing. Attributes that are very important for consumers are the nutritional content, taste and texture of cavendish banana.

Keywords: Consumer Behavior, Purchasing Decision, Cavendish Banana,Product Attribute