Consumer's characteristics of yogurt in Manado, North Sulawesi - Indonesia

Abstract

ABSTRAKTujuan penelitian ini adalah mengetahui karakteristik konsumen, kepuasan konsumen dan faktor yang mempengaruhi keputusan konsumen membeli yogurt di Kota Manado, Provinsi Sulawesi Utara. Data primer diperoleh dari 400 responden konsumen di Kota Manado dengan menggunakan daftar pertanyaan berstruktur. Penentuan sampel responden dilakukan dengan metode accidental sampling. Pengumpulan data dilakukan sejak bulan Juli sampai September 2015. Analisis data penelitian dilakukan secara deskriptif dan analisis kuantitatif menggunakan analisis Importance-performance analysis (IPA), Consumer Satisfaction Index (CSI) dan analisis faktor. Hasil penelitian menunjukkan bahwa sebagian besar konsumen adalah pelajar wanita, belum menikah, yang berusia antara 14-19 tahun. Sebagian besar diantara mereka adalah lulusan sekolah menengah atas dan sedang melanjutkan studi di universitas. Konsumen di Kota Manado berada dalam kategori cukup puas terhadap keberadaan produk yogurt yang dijual di pasaran. Atribut kandungan bahan pengawet dan ketersediaan produk dimana saja adalah dua atribut penting yang perlu ditingkatkan oleh produsen untuk meningkatkan kepuasan konsumen. Secara parsial variabel bebas yang mempengaruhi keputusan konsumen untuk membeli yogurt adalah faktor kandungan bahan pengawet, produk tersedia dimana saja, variasi rasa, nilai gizi dan volume produk.Kata kunci : karakteristik konsumen, yogurt, konsumsi ABSTRACTThe objective of this study was to analyze consumer's characteristics of yogurt as one of fermented dairy product, consumers satisfaction and factors influencing consumers purchase decision on yogurt in Manado city. The primary data were collected using structured questionnaire from a total sample of 400 consumers in Manado City. Samples were selected using the accidental sampling method with schedule (using alternating date/ day and place, respectively). Collecting data were done from July to September 2015. The result indicated that most consumers were teenagers, female students, and single persons. Consumers of yogurt in Manado City are were categorized quite satisfied with yogurt product. The product availability had to be considered by producer in order to increase consumer satisfaction. Partially, factors that significantly influencing consumer's purchase decision in Manado were preservative content, product availability, variant flavor, product volume and additional nutritive value.

Evaluating the use of cinnamon-water extract as taste modifier in yoghurt drink by temporal dominance of sensation

“…According to Wantesan et al [2], consumers in Indonesia have a higher preference for yogurt drinks with a sweet taste and aroma. This is supported by data from the 2018 National Basic Health Research Report from the Republic of Indonesia's Ministry of Health, which states that 61.27% of the Indonesian population has a habit of consuming sweet beverages at least once a day.…”