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Novitasari Novitasari
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HUBUNGAN PERSEPSI KONSUMEN TERHADAP PRODUK OLEH OLEH KHAS BOGOR DENGAN PENGAMBILAN KEPUTUSAN PEMBELIAN Novitasari Novitasari; Diana Amaliasari; Dwi Rini Sovia Firdaus
Jurnal Penelitian Sosial Ilmu Komunikasi Vol 4, No 1 (2020): Volume 4 Nomor 1 Tahun 2020
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jpsik.v4i1.1805

Abstract

This study aims to determine the characteristics of consumers and consumer perceptions in making decisions about purchasing traditional food of Bogor, figure out the purchase decisions of traditional food of Bogor, find the correlation between characteristics and perceptions of consumers in decision-making of Bogor traditional food. Tourists who visited Bogor became the populations of this research. The samples are100 people using the Probability Sampling technique: Stratified random sampling. The results showed that the characteristics of consumers were dominated by women with an average age of 23-28 years, with Diploma / Bachelor education, with an average monthly income of Rp. 3,000,000-Rp. 4,000,000 and working as a private employee. Consumer perception in purchasing decisions of traditional food of Bogor showed the "upper" category because the average score obtained from the product quality indicator is 4.14, service quality is 3.85, prices is 3.88 and brands is 4.20 (scale 1 to 5). The decision to purchase a Bogor traditional food shows an average score with "agree” in category on each indicators about purchasing stability in a product of 3.98, the goal of buying a product of 3.81, information processing for up to purchase of 3.95, provide recommendations to others amounting to 3.46 (scale 1 to 5). There is no significant correlation between the characteristics of consumers with purchasing decision making with a correlation level of -0.024 (negative) means the the relationship between the two variables is opposing direction. The results of the analysis of the relationship between consumer perception variables with purchasing decision making showed a significant relationship with a correlation level of 0.360 (positive) with a high degree of correlation, so that the relationship between the two variables is unidirectional.Keywords: Consumer Perception, Consumer Behavior, Purchasing Decision Maker.
Co-Authors AA Sudharmawan, AA Agus Turoso Ahmad Nasir Ari Bowo Aldri Frinaldi Aminah Andi Nur Aina Sudirman Aryani Witasari Aulia Farida Chansyanah Diawati Dandan Haryono Debyanti Noro’ Palullungan Devianna Hutasoit Diah Kristiana Diana Amaliasari Dwi Rini Sovia Firdaus Eddy nashrullah Eko Sri Wahyuni Ekowati, Lia Ellyn Purwanti Elma Sofia Elni Yakub Emy Rahayu Endah Widiastuti Fikra Fikra Hafiduddin Harini Harini Hariri Hariri Hayati Fatimah Helga Helga Herbirowo Nugroho Heri Frencus Heri Wijaya Herman Fland Dakhi Hj Mustainah Ignasia Maria Sulastiningsih Indrawata Wardhana Intam Kurnia Jery Devano Joko Nurkamto Kadek Mien Dwi Cahyani Kevin G.P Aritonang Lazim.N Lazim.N Leny Noviyani Liska Tiropadang Moh. Amin MUHAMMAD AGUS SALIM Mujtahid Kaavessina Murniati . Natanael Kristanto Nedsal Sixpria Ni Made Dwita Yaniswari Niken Tri Handayani Noor Fadiawati Nur Wening Ofik Taupik Purwadi Ogie Indra Gunawan Rahmi Putri Wirman Resqi Dwi Oktaviani Ridwan Zulpi Agha Ruqiah Ganda Putri Panjaitan Saraswati, Ety Sardiana Sardiana Siti Jubaidah Sri Endah Wanyuningsih Subuh Tugiono Syahrilfuddin Syahrilfuddin Taufikul Ichsan Ulfa Fitriati Utami, Fitria Siswi Vandri Ahmad Isnaini Vito Alamo Wiranda Upa Wiwik Handayani