<![CDATA[ABSTRAKPenelitian ini dilakukan untuk mengetahui karakteristik sikap masyarakat Surabaya terhadap makanan, dikategori menjadi innovator dan non-innovator untuk mencari karakteristik sikap dan perbedaan pada kategori. Penelitian ini dilakukan dengan metode kuantitatif, dengan teknik analisa deskriptif dan uji independent sample t-test berdasarkan hasil kuesioner dari 190 responden.Hasil penelitian menunjukan masyarakat Surabaya dan innovator cenderung memperhatikan kondisi sosial dan mengutamakan rasa, dan non-innovator cenderung memperhatikan jumlah pengeluaran. Terdapat perbedaan antara innovator dan non-innovator.Kata kunci : Sikap, makanan, masyarakat Surabaya, inovasiABSTRACTThis research is acomplished to find out how is the attitude characteristic of Surababaya community towards food, attitude categorized into innovators and non-innovators to look for attitude characteristic and to find out the differences. This reasearch is conducted with quantitative methods, with descriptive analysis techniques and independent sample t-test based on the result of the questionnaire of 190 people.The result show that Surabaya community and innovators consider the social influence, and prioritized taste, non-innovators consider the cost. There is differences between innovators and non-innovatorsKeywords : Attitudes, foods, Surabaya community, innovation]]>
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