PREFERENSI KONSUMEN PRODUK KEFIR SUSU KAMBING DI MALANG
DOI:
https://doi.org/10.29407/nusamba.v3i1.12029Keywords:
Preferensi Konsumen, KefirAbstract
Suatu penelitian menganalisis faktor-faktor yang berpengaruh terhadap keputusan pembelian kefir susu kambing dan menganalisis faktor-faktor yang berpengaruh terhadap preferensi konsumen kefir susu kambing.
Materi yang digunakan dalam penelitian ini adalah konsumen kefir susu kambing yang ada di Kabupaten Malang. Populasi dalam penelitian ini adalah seluruh konsumen kefir susu kambing di Kabupaten Malang, sedangkan populasi targetnya adalah konsumen kefir susu kambing di Jawa Timur. Pengambilan sampel dilakukan melalui 3 tahap yaitu penentuan sampel lokasi dilakukan dengan metoe Purposive Sampling. Pengambilan sampel responden dilakukan secara aksidental Sampling sebanyak 100-200 orang. Data penelitian terdiri dari data primer dan data sekunder. Instrumen penelitian menggunakan kuisioner dengan skala Likert. Sumbangan variabel yang mempengaruhi keputusan pembelian dan preferensi konsumen diuji menggunakan regresi linier berganda, secara matematis adalah Y = a+β1X1+ β2X2+ β3X3+ β4X4+ ......+ βnXn+e.
Hasil penelitian bahwa Faktor-faktor yang berpengaruh terhadap pengambilan keputusan pembelian kefir susu kambing adalah faktor jaminan keamanan, kepuasan fisiologis, kepuasan sosiologis, kepuasan harga diri, dan aktualisasi dengan persamaan regresi berganda Y=0,629+0,056X1+0,159X2+0,080X3-0,053X4+0,048X5.
Faktor-faktor yang berpengaruh terhadap preferensi konsumen adalah faktor halal, ingredient, nilai gizi, kesehatan, kebiasaan, dan faktor nature produc dengan persamaan regresi berganda Y=1,857+0,065X1+0,082X2 +0,112X3+ 0,123X4 +0,067X5 +0,045
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