<![CDATA[The Sensasi Kerang business in Bengkulu City has grown as a seafood-based culinary venture, with its flagship product—Padang-style sauce clams—offering a distinctive flavor at an affordable price. Consequently, amid increasingly fierce business competition, an analysis of consumer attitudes and behavior is necessary to enhance the business’s competitiveness and sustainability. The objective of this study is to analyze consumer attitudes toward the Padang-style sauce clams at the Sensasi Kerang business and to analyze consumer behavior regarding this product at the Sensasi Kerang business in Bengkulu City. The research method used was a quantitative approach employing the Fishbein model to determine consumer attitudes and behavior toward all product attributes, namely taste, price, aroma, color, and location. The results of the study indicate that consumer attitudes toward Padang-style sauce clam products at Sensasi Kerang in Bengkulu City are positive, with a total attitude score of 9.49 (Ao > 0). An Ao value of 9.49 indicates that consumer attitudes toward Padang-style sauce clam products fall into the positive category. This means that consumers tend to like the product and are likely to repurchase it. The higher the Ao value, the stronger consumers’ positive attitude toward the Padang Sauce Clams product. Consumer behavior (B) toward the Kerang Saos Padang product falls into the positive category with a value of 10.41. Internal factors, such as consumer attitudes, exert a more dominant influence than external factors, such as subjective norms. This indicates that purchasing decisions are based more on consumers’ personal beliefs, judgments, and perceptions regarding the product’s quality, taste, price, and location than on social influences from their surroundings.]]>
