Ayundadini, Refita Aisyah (2023) SIKAP DAN PERILAKU KONSUMEN DALAM MEMILIH PRODUK MINYAK GORENG CURAH DAN MINYAK GORENG KEMASAN (Studi Kasus: Konsumen Pasar Tradisional Pucang, Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The attitudes and behavior of consumers in choosing packaged cooking oil products and bulk cooking oil at the Pucang Market in Surabaya each have differences. This study aims to determine consumer characteristics, consumer attitudes, subjective norms, and consumer behavior. The method used in this research is descriptive method, with analysis using attitude models, subjective norms, and the theory of reasoned action developed by Fishbein with a sample of 80 people. Attributes used in this study were price, color, clarity, aroma, various sizes, and ease of obtaining. The results showed that the attitude of consumers in choosing both bulk and packaged cooking oil as a whole showed good and positive results, the value of the attitude of consumers of bulk cooking oil was 5.53 while the attitude value of packaged cooking oil consumers was 10.12. Subjective norms with references to local people and the government each have a positive value. The consumer behavior of bulk cooking oil is positive with a value of 4.705 while the consumer behavior of packaged cooking oil is worth 7.597, so overall the consumer behavior of bulk and packaged cooking oil is positive (BI > 0), which means that consumers will repurchase the product.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | REFITA AISYAH AYUNDADINI | ||||||||||||
| Date Deposited: | 24 Jul 2023 08:51 | ||||||||||||
| Last Modified: | 24 Jul 2023 08:51 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15790 |
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