Safira, Prinka Wina and Hery Toiba,, SP.,MP.,Ph.D and Dr.Fitria Dina Riana,, SP.MP (2021) Persepsi Konsumen terhadap Beras Merah. Sarjana thesis, Universitas Brawijaya.
Abstract
Beras merah merupakan sumber karbohidrat alternatif yang memiliki manfaat kesehatan. Namun hanya sebagian kecil masyarakat yang mengonsumsi beras merah sebagai makanan pokok. Penelitian ini memiliki tujuan untuk mengetahui faktor-faktor konsumen yang mempengaruhi persepsi konsumen terhadap beras merah. Penelitian dilakukan di Bekasi, Jawa Barat dengan responden konsumen yang berusia diatas 20 tahun dari berbagai strata sosial. Pengambilan data yang dilakukan berupa survey dan kuisioner kepada responden yang dituju secara online dan offline. Jenis penelitian yang digunakan yaitu Penelitian Kuantitatif. Data hasil survey yang telah didapatkan lalu dievaluasi dan dianalisa menggunakan teori analisis deskriptif serta skala Likert dengan alat analisis menggunakan PSPP dan SPSS (Statistical Product and Service Solutions) dan dapat ditarik kesimpulan bahwa faktor-faktor yang mempengaruhi persepsi konsumen terhadap beras merah dengan responden sebanyak 100 responden yaitu pendidikan, komunikasi, pendapatan, pengalaman dan kebutuhan. Dari hasil kuisioner oleh 100 responden didapatkan bahwa karakteristik responden mayoritas berjenis kelamin perempuan (70%), berdasarkan usia mayoritas responden berusia 20-30 tahun (52%), berdasarkan pendapatan mayoritas responden berpendapatan <2juta (61%), berdasarkan frekuensi konsumsi mayoritas responden rutin mengonsumsi beras merah (36%), berdasarkan lokasi membeli mayoritas responden membeli di supermarket (36%), berdasarkan akses membeli mayoritas responden mudah mendapatkan beras merah (72%) dan berdasarkan alasan mengonsumsi mayoritas responden beralasan mengonsumsi beras merah karena ingin sehat (48%). Didapatkan bahwa faktor-faktor dari konsumen yang mempengaruhi persepsi konsumen terhadap beras merah. Berdasarkan faktor pendidikan mayoritas responden berpendidikan S1/S2 (67%), berdasarkan faktor komunikasi mayoritas responden mendapatkan informasi melalui media sosial (40%), berdasarkan faktor pendapatan mayoritas responden berpendapatan < 2juta (61%), berdasarkan faktor pengalaman mayoritas responden merasa puas terhadap beras merah (43%), dan berdasarkan faktor kebutuhan mayoritas responden rutin mengonsumsi beras merah (36%). Faktor pendidikan, komunikasi, pendapatan, pengalaman dan kebutuhan berpengaruh terhadap pendapat konsumen terhadap beras merah. Dapat disimpulkan bahwa persepsi konsumen terhadap beras merah dinyatakan positif.
English Abstract
Brown rice is an alternative source of carbohydrates that have health benefits. However, only a small number of people consume brown rice as a staple food. This study aims to determine consumer faktors that influence consumer perceptions of brown rice. The research was conducted in Bekasi, West Java with consumer respondents aged over 20 years from various social strata. Data retrieval is carried out in the form of surveys and questionnaires to respondents who are targeted online and offline. The survey data that has been obtained are then evaluated and analyzed using descriptive analysis theory and Likert scale with analytical tools using PSPP and SPSS (Statistical Product and Service Solutions) and it can be concluded that the faktors that influence consumer perceptions of brown rice with 100 respondents respondents namely education, communication, income, experience and needs. From the results of the questionnaire by 100 respondents, it was found that the characteristics of the majority of respondents were female (70%), based on the age of the majority of respondents aged 20-30 years (52%), based on income, the majority of respondents had income <2 million (61%), based on the consumption frequency of the majority of respondents. regularly consume brown rice (36%), based on where they buy it, the majority of respondents buy it at supermarkets (36%), based on access to buying, the majority of respondents easily get brown rice (72%) and based on the reason for consuming the majority of respondents argue that they consume brown rice because they want to be healthy (48 %). It was found that the factors from consumers that influence consumer perceptions of brown rice. Based on the education factor, the majority of respondents are educated S1/S2 (67%), based on the communication factor, the majority of respondents get information through social media (40%), based on the income factor, the majority of respondents have income < 2 million (61%), based on the experience factor, the majority of respondents are satisfied with brown rice (43%), and based on the need factor, the majority of respondents regularly consume brown rice (36%). Factors of education, communication, income, experience and needs affect consumer opinions on brown rice. It can be concluded that consumer perceptions of brown rice are positive.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052104 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 May 2023 05:54 |
| Last Modified: | 10 May 2023 05:54 |
| URI: | http://repository.ub.ac.id/id/eprint/199246 |
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