Analisis Sikap Dan Perilaku Konsumen Dalam Pembelian Beras di Wilayah Urban Kota Pekanbaru

Abstract

This research aims to analyze consumer attitudes towards rice attributes through the level of importance and confidence in the performance of these attributes. This research was conducted in the urban area of Pekanbaru City with a sample size of 100 households. The analysis used is Fishbein multi-attribute attitude analysis and cartesian diagrams. The rice attributes used in this research are price, quality, aroma, cleanliness, rice texture and variations in packaging size (especially for packaged rice consumers). Research results show that the attitudes of packaged and bulk rice consumers are positive towards each rice attribute. For packaged rice consumers, the quality and cleanliness attributes of packaged rice are the attributes most considered when purchasing packaged rice. Meanwhile, for bulk rice consumers, the quality and price attributes of bulk rice are the attributes most considered when buying bulk rice.