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All Journal Industrial Research Workshop and National Seminar
Zefanya Alanza Chirstabel Loveldy
Jurusan Administrasi Niaga, Politeknik Negeri Bandung, Bandung 40012
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering Other

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Collaborative Marketing: A Study to Increase Indonesian Fish Consumption Zefanya Alanza Chirstabel Loveldy; Imas Nurzanah; Impo Philipus Sitindaon; Ira Tutia; Tondi Sudaryo
Prosiding Industrial Research Workshop and National Seminar Vol 9 (2018): Industrial Research Workshop and National Seminar
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (211.364 KB) | DOI: 10.35313/irwns.v9i0.1154

Abstract

Even though Indonesia, as a maritime country, has high potency in fish production, its consumption is still very low. Different from Singapore and Malaysia which have high fish consumption level in 70 to 80 kg per capita per year. Fish consumption can be caused by several factors such as fish attributes (taste, appearance, odor, and price), consumer awareness, subjective norms, and consumption intention. The effect of these variables on consumption intention and consumption behavior is the primary focus of this paper. By using the method of distributing questionnaires to 400 respondents around Bandung Raya. The results show that there is an influence between two dimensions of the fish attributes, namely taste and odor, and also consumer awareness and subjective norms variable to consumption intention and behavior. Based on the findings, the results of this study explain the variables that affect the consumption intention and behavior, also its implication in Indonesia.
Co-Authors Imas Nurzanah Impo Philipus Sitindaon Ira Tutia Tondi Sudaryo