Analisis Persepsi Konsumen Terhadap Keputusan Pembelian Brownies Tempe di Kota Malang.

KusumaSilmaArfiddyaAnjar (2014) Analisis Persepsi Konsumen Terhadap Keputusan Pembelian Brownies Tempe di Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Tempe merupakan makanan sumber gizi protein yang banyak dikenal masyarakat di berbagai daerah seluruh Indonesia. Makanan ini dibuat dengan cara fermentasi atau peragian menggunakan kapang Rhyzophus sp pada kedele, sehingga membentuk masa yang padat dan kompak. Nilai gizi protein tempe meningkat setelah proses fermentasi, karena terjadinya pembebasan asam amino hasil aktivitas enzim proteolitik dari tempe (Cahyadi, 2007). Permasalahan dalam pemanfaatan tempe sebagai bahan pangan adalah sifatnya yang mudah rusak. Salah satu bentuk inovasi produk olahan tempe yang cukup menarik adalah brownies tempe. Pada dasarnya brownies tempe tidak jauh beda dengan brownies pada umumnya. Namun dalam pembuatannya produk ini menggunakan bahan baku utama tempe. Keunggulan produk brownies tempe ini adalah dari segi kandungan gizinya yang cukup tinggi. Kota Malang merupakan salah satu kota tujuan wisata di Jawa Timur yang ramai dikunjungi oleh wisatawan. Selain potensi wisatanya kota ini juga terkenal dengan berbagai makanan olahannya. Salah satu makanan yang menjadi icon kota Malang adalah tempe. Di kota Malang juga berkembang brownies yang berbahan baku tempe. Tujuan penelitian ini antara lain (1) Untuk mengetahui perbedaan persepsi konsumen terhadap produk Brownies tempe dengan brownies pada umumnya, dan (2) Untuk mengetahui pengaruh persepsi konsumen tentang nilai kualitas, nilai emosional, nilai fungsional serta nilai sosial terhadap keputusan pengulangan pembelian produk brownies tempe. Persepsi konsumen mengenai brownies tepung biasa dan brownies tempe dianalisis dengan metode deskriptif. Sedangkan pengaruh persepsi konsumen terhadap keputusan pengulangan pembelian dianalisis dengan menggunakan metode analisis regresi logit. Metode penentuan lokasi penelitian dilakukan secara purposive di outlet Bu Noer Aneka Rasa. Responden dalam pentuan ini dilakukan dengan metode non- probability sampling secara accidental sampling sebanyak 50 responden. Dari analisis persepsi konsumen, terdapat perbedaan persepsi konsumen terhadap kue brownies tempe dan brownies tepung biasa terkait dengan Nilai Kualitas (X1), Nilai Emosional (X2), Nilai Fungsional (X3), dan Nilai Sosial (X4). Dari setiap indikator menunjukkan bahwa persepsi konsumen cenderung lebih bagus untuk brownies tepung biasa dibandingkan dengan brownies tempe. Hal tersebut terjadi karena kurangnya pengetahuan produk oleh konsumen terhadap kue brownies tempe. Hasil dari uji Wald menunjukkan bahwa faktor yang memiliki pengaruh nyata (nilai sig. < 0,05) terhadap keputusan konsumen melakukan pengulangan pembelian brownies tempe adalah nilai kualitas dengan nilai signifikan sebesar 0,037 dan nilai uji wald 4.356 dan nilai emosional konsumen yang memiliki nilai signifikansi sebesar 0,47 dan wald 3,937. Sedangkan nilai fungsional dan nilai sosial tidak memiliki pengaruh nyata terhadap keputusan konsumen untuk melakukan pengulangan pembelian. Saran perbaikan untuk produsen brownies tempe agar lebih memperhatikan faktor-faktor yang mempengaruhi konsumen dalam melakukan pembelian terutama yang terkait dengan merk produk, kualitas bahan baku, penyajian produk, rasa, pelayanan pegawai , akses pelanggan untuk memperoleh produk, harga, dan varian rasa. Sehingga dengan ditingkatkannya faktor-faktor tersebut diharapkan akan dapat meningkatkan penjualan dari brownies tempe. Dan juga produsen brownies tempe agar lebih meningkatkan nilai kualitas dan nilai emosional pelanggan terhadap brownies tempe. Karena dilihat pengaruhnya sangat signifikan sehingga perlu ditingkatkan.

English Abstract

Tempe is a nutritional source of food protein which is known by peoples in various regions throughout Indonesia. The food is prepared by fermentation using molds Rhyzophus sp on soybean, thus forming a dense and compact mass. The nutritional value of soybean protein increased after the fermentation process, due to the liberation of the amino acid proteolytic enzyme activity results from tempe (Cahyadi 2007). Problems in the use of soybean as food is its simple perishable characteristic. One form of processed soybean product innovations that are interesting enough is brownies tempe. Basically not much different tempe brownies with the other brownies in general, but something that make it differrent is its main ingredient which is tempe not a flour like the common one. Excellence brownies tempe products are in terms of nutritional content is quite high. Malang is one of the tourist destinations in East Java are visited by tourists. In addition to its tourism potential of the city is also famous for its variety of processed foods. One of the foods that became icons of the city of Malang is tempe. In the city of Malang is also developing brownies made from tempe. The aim of this study include (1) To determine differences in consumers perceptions of product Brownies tempe with brownies in general, and (2) To determine the effect of consumer perception of quality value, emotional value, functional value and social value of the product purchase decision brownies tempe. Consumer perceptions about the usual flour brownies and brownies tempe analyzed with descriptive methods. While the influence of consumer perceptions of repetition purchase decisions analyzed using logit regression analysis method. Method of determining the location of the research done by purposive in Bu Noer Aneka Rasa outlets. Respondents in this research done with a non-probability sampling method is accidental sampling of 50 respondents. From the analysis of consumer perception, there are differences in consumer perceptions of tempe cakes and brownies brownies plain flour associated with Quality Value (X1), Emotional Value (X2), Functional Value (X3), and Social Value (X4). From all indicators show that the perception of consumers tend to be good for regular flour brownies brownies compared with tempe. This happens due to lack of knowledge of the product by the consumer brownies tempe. The results of the Wald test indicate that the factors that have a real effect (sig. <0.05) against the decision of consumers to repeat purchase brownies tempe is the value of quality with significant value of 0.037 and Wald test value and emotional value 4,356 consumers who have a significance value of wald 0.47 and 3.937. While the functional value and social value has no real influence on the consumers decision to purchase through multiple iterations. Suggested improvements to the brownies tempe producers to be more attention to the factors that influence consumers to make purchases primarily related to product brands, the quality of raw materials, product presentation, taste, service employees, customers to gain access to products, pricing, and flavors. So with increased these factors are expected to increase sales of brownies tempe. And also brownies soybean producers in order to further improve the quality and value of emotional value to the customer tempe brownies. Because the effect is very significant views that need to be improved.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FP/2014/334/051406792
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Hasbi
Date Deposited:	24 Oct 2014 14:26
Last Modified:	20 Oct 2021 07:26
URI:	http://repository.ub.ac.id/id/eprint/129806

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