Lathifah, Umi (2015) Analisis Evaluasi Sikap Konsumen dan Kinerja Atribut Tahu Pelangi dengan Integrasi Model Fishbein - Importance Performance Analysis (IPA) (Studi Kasus di Usaha Tahu RDS, Singosari Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan usaha tahu sangat pesat ditandai dengan persaingan antar usaha. Konsumsi tahu perkapita semakin bertambah. Produk usaha Tahu RDS dengan merk “Tahu Pelangi” merupakan salah satu usaha yang berbahan baku kedelai organik. Keinginan pemilik untuk melakukan pengembangan produk tahu, perlu ditindaklanjuti dengan mengetahui posisi produk di pasar. Tanggapan konsumen mengenai produk tahu bisa diketahui dengan melakukan analisis evaluasi sikap konsumen dan kinerja atribut produk “Tahu Pelangi” Singosari Malang. Penelitian ini bertujuan untuk mengetahui sikap konsumen terhadap atribut dan menganalisis kinerja atribut produk tahu Pelangi, Singosari Malang dengan integrasi model sikap fishbein dan Importance Performance Analysis (IPA). Sampel yang digunakan adalah konsumen tahu pelangi Malang, sebesar 30 responden dan 9 atribut produk yaitu aroma, kemasan, rasa, promosi, ketersediaan, harga, kandungan gizi, kekerasan dan ukuran. Hasil analisis evaluasi sikap konsumen dan kinerja atribut produk tahu pelangi semuanya positif dengan nilai sebesar 145.99. Secara terperinci nilai sikap atribut aroma 20.84 (sangat positif), kemasan 19.07 (positif), rasa 17.49 (positif), promosi 15.33 (positif), ketersediaan 15.16 (netral), harga 14.65 (netral), kandungan gizi 14.65 (netral), kekerasan 14.30 (netral) dan ukuran 11.79 (netral). Hasil evaluasi kinerja atribut Tahu Pelangi dengan metode Importance Performance Analysis (IPA) yang menjadi prioritas utama adalah kekerasan. Atribut-atribut yang harus dipertahankan prestasinya adalah kemasan, aroma dan rasa. Atribut yang menjadi prioritas rendah adalah promosi dan ukuran. Atribut yang memiliki kinerja berlebihan adalah ketersediaan, harga dan kandungan gizi.
English Abstract
The Rapid development of tofu business characterized by competition between businesses. Tofu consumption per capita is increasing. RDS Tofu business products under the brand "Rainbow Tofu" is one of the efforts made from organic soy. Owner wishes to carry out product development, need to be followed up by knowing the position of the product on the market. Consumer feedback on the tofu product can be known by analyzing consumer attitudes and performance evaluation of product attributes " Rainbow Tofu" Singosari Malang. This study aims to determine consumer attitudes toward the attributes and analyze the performance attributes of the Rainbow Tofu product, Malang Singosari with the integration model of Fishbein attitude and Importance Performance Analysis (IPA). The sample used is that consumers of the rainbow Tofu Malang, by 30 respondents and 9 namely aroma product attributes, packaging, taste, promotion, availability, pricing, nutrient content, hardness and size. Results of analysis of consumer attitudes and performance evaluation of product attributes out rainbow all positive with a value of 145.99. In detail the value of the attribute aroma attitude 20.84 (very positive), packaging 19:07 (positive), the taste 17:49 (positive), the promotion of 15:33 (positive), the availability of 15:16 (neutral), the price of 14.65 (neutral), 14.65 nutrient content (neutral), violence 14:30 (neutral) and measures 11.79 (neutral). Results of evaluation of performance attributes to Rainbow Tofu by Importance Performance Analysis (IPA), which became the main priority is violence. Attributes that must be maintained achievement is the packaging, aroma and taste. Attributes the low priority is the promotion and sizes. Attributes that have excessive performance is the availability, price and nutritional value.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/168/051504124 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 29 Jun 2015 14:37 |
| Last Modified: | 10 Nov 2021 00:48 |
| URI: | http://repository.ub.ac.id/id/eprint/150055 |
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