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Yaktiworo Indriani
Jurusan Agribisnis, Fakultas Pertanian, Universitas Lampung
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Journal : Jurnal Agristan

 1 
ATTITUDES, SATISFACTION, AND ASSOCIATED FACTORS WITH THE PURCHASE OF SWEET SOY SAUCE BY FOOD SELLER IN THE OLD MARKET CULINARY OF TANGERANG Zefanya, Prillia Mberru; Indriani, Yaktiworo; Adawiyah, Rabiatul
Jurnal Agristan Vol 7, No 2 (2025): Jurnal Agristan
Publisher : Jurusan Agribisnis, Fakultas Pertanian, Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/agristan.v7i2.16857

Abstract

This research aims to analyze attitudes,osatisfaction, and factors related to sweet soy sauce purchases. The study was conductedoby survey method in which location was determined purposively at the Old Market Culinary Tourism in Tangerang. The number of respondents was 52 food seller consisting of 37 seller who use Benteng SH brand Soy Sauce and 15 seller who use other brands. Research data were analyzed by Fishbein Multiattribute Model to determine the attitudes of food seller, Customer Satisfaction Index (CSI) to determine food seller satisfaction towards Benteng SH Brand Soy Sauce, and correlation of Spearman Rank to determine factors related to the number of sweet  soy sauce purchases. The result showed that most of the seller were male (76.9%) with the highest education level of high school (30.7%). Most seller (56%) sold non-soup foods with revenues of Rp5,000,000.00 per week. The results showed that the attitude of food seller towards multiattributes of Benteng SH Brand Soy Sauce was good with Ao value of 175.21. The level of satisfaction of food seller who use Benteng SH Brand Soy Sauce was 93.64%, categorized as very satisfied.  The sweet soy sauce purchase were negatively related to price and positively related to color, ease of access, and location of purchase, all were in the less-related category.
Co-Authors Abbas Zakariya, Wan Abd. Rasyid Syamsuri Achdiansyah Soelaiman Adia Nugraha Adia Nugraha Adia Nugraha Afifah, Shofy Aulia Agus Hudoyo Ai Kustiani Ali Djamhuri Ali Khomsan Anak Agung Gede Sugianthara Andini, Talenta Priska Aneftasari, Ica Rizki Ani Suryani Anis Hasna Syafitri Anita Noviana Anjelina, Dela Aria Juwita, Aria Aryogi, Riski Tri Astiti, Ari Atikah Adyas Atikah Khansa, Shafrina Bagus Lujeng Pangestu Begem Viantimala BUSTANUL ARIFIN Bustanul Arifin Bustanul Arifin Cahyawati, Novia Dadang Sukandar Desva Sari Diah Tera Dwi Muthi Dian Isti Angraini Dwi Haryono Dwi Surya Ningsih Edelyn Adi Surya Ega Noveria Putri Hernanda Eka Kasymir Eka Kasymir Eka Kasymir Elsa Fitriana Elvany Oktaviana Endang Kasihati Erik Budi Susanto Erin Apriani Erinda Pradini Erlina Rufaidah Faakhira Nadia Syakina Febby Wulandari Fembriarti Erry Prasmatiwi Filipus Cahya Kusuma Putra Firdawati, Firdawati Fitri, Ayu Aulia Fransiska Elisa Adelina Gita Marindra Hadi Riyadi Hasyim, Fuad Husain, Abu Haris Indah Listiana Ine Indriastuti Iskandar Mirza Ismah, Khairunnisa Jazim, Fahriza Anjaya Kahfindra Khalik Kabuli Karina Ayesha Khairunnisa Ismah Kordiyana K Rangga Ktut Murniati Kurniati Mahasari Lestari, Dyah Aring Hepiana Lina Marlina Ludi Satria Ariesman, Ludi Satria Lutfi Yulisa Lutfia Khoirunnisa M Yanuar Rizaldi, M Yanuar Magdalena Meiliani Marsaben, Winny Maharani Maya Riantini, Maya Mellova Amir Mera Epriani Misma Trimara Mufri Wedanimbi Octaviani Muhamad Irfan Affandi Muhammad Ibnu Muslimah, Putri Ayu Mutiara Indira Putri Nadya Kurnia Sari Ni Made Anggiasari Novia Cahyawati Nugroho, Rahmadi Nur Nazariah Nurhanif, Muhammad Daffa Prianando Tambunan, Varingan Putri, Milla Selviana Qurrotun Ayuniyah R Hanung Ismono Rabiatul Adawiyah Rabiatul Adawiyah Rabiatul Adawiyah Rabiatul Adawiyah Rahmasanti, Destia Rendi Setiawan Reni Zuraida Rianti, Anissa Indah Rini Pradita Riyanti, Linda Rizki Ramadhan Rosfenda, Siti Meisa Rosi Triafni Nurhayati Saleh, Yuliana Samsu Udayana Nurdin Sari, Dewi Mulia Setiawati, Lita Shinta Tantriadisti Shofy Aulia Afifah Siti Ghalika Permata Suri Almega Suharmanto Suriaty Situmorang Suryadi Suryadi Susanto Susanto Susmalini Susmalini, Susmalini Tanjung, Rahmadani Teguh Endaryanto Terisia Muharam Sesunan, Terisia Muharam Thooriq, Naqiyya Amaniya Tiara Hernanda Tiara Shinta Anggraeni Tubagus Hasanuddin Tunjung Andarwangi Tyas Sekartiara Syafani Tyas Sekartiara Syafani, Tyas Sekartiara Wan Abbas Zakaria Wan Abbas Zakaria Wan Abbas Zakaria Wayan Nila Sulfiana Wuryaningsih Dwi Sayekti Yessi Febrina Br Bangun Yoga, M. Agung Prasetya Adnyana Yunarni Martha Doloksaribu Zainal Abidin Zefanya, Prillia Mberru