ANALISIS SIKAP DAN PERILAKU KONSUMEN TERHADAP PRODUK ADEM SARI DI KECAMATAN UMBULHARJO KOTA YOGYAKARTA TAHUN 2009

Abstract

This study aims to determine how consumer attitudes toward products Adem Sari and how consumer behavior towards products in the District Umbulharjo Adem Sari, Yogyakarta. Data collection method used in this study are interviews and questionnaires. While the methods of data analysis used in this research is descriptive analysis method and quantitative measurement method which can be expressed by the form of numbers. Based on the analysis of attitudes and behavior model of Fishbein known that consumers have a good attitude towards product attributes Adem Sari because it has a positive 0.61 value of the maximum range value of 6.81 and a minimum range value of -6.81. Consumers have good behavior against Adem Sari product because the value of positive behavior that is 1.046 greater than zero then the perception of consumer behavior toward products Adem Sari well. Overall, the attributes that are offered to customers Adem Sari well received by customers because of the subjective norm of attribute values have faith in consumer behavior.
Key words: consumer attitudes, consumer behavior, descriptive analysis method and quantitative measurement method