Publisher

UNTRIMBALIUNTRIMBALI

Journal Journal of Applied Management StudiesJournal of Applied Management Studies Abstract

Every company is founded with certain goals or purposes, for example achieving certain sales volume and value targets, achieving profits, increasing market share, maintaining existence, achieving certain levels of growth, providing social services, and so on. To achieve this goal, the company strives to produce and offer certain products to markets that need them. Traditional Gethuk food has been produced since 1986 and is made from cassava, which has its own uniqueness, namely its chewier texture and sweet, savory taste, and is served with liquid sugar. The aim of this research is to analyze consumer preferences regarding purchasing decisions in terms of product quality and taste of Gethuk President Mojosongo branch. The population in this study was taken from several UNISRI Surakarta students. Using a simple random sampling technique (simple random sampling) with indirect communication by taking as many as 40 students who had purchased Gethuk President. The method used is descriptive quantitative using primary data such as observations via questionnaires and secondary data via previous books or journals or the internet as support for primary data. Instrument testing will use validity and reliability tests. To test the hypothesis, the chi square test will be used. Research results 1) Chi-Square analysis shows that there is a significant relationship between purchasing decisions and product quality attributes with a chi square coefficient value (X2 = 35.959) with a significance level of 0.000. Meanwhile, purchasing decisions with the taste attribute show that the chi square coefficient value (X2 = 32.055) has a significance level of 0.000, so there is a significant relationship between purchasing decisions and the taste attribute. 2) Product quality attributes are strong product attributes in shaping consumer preferences for making purchases.

Conclusion

Berdasarkan hasil dan pembahasan penelitian, dapat disimpulkan bahwa terdapat hubungan signifikan antara keputusan pembelian dengan atribut kualitas produk dan cita rasa Gethuk Presiden.Atribut kualitas produk menjadi faktor kuat dalam membentuk preferensi konsumen untuk melakukan pembelian.

Future Research

Berdasarkan hasil penelitian ini, beberapa saran penelitian lanjutan dapat diajukan. Pertama, penelitian lebih lanjut dapat dilakukan untuk mengidentifikasi faktor-faktor lain yang memengaruhi keputusan pembelian Gethuk Presiden, seperti pengaruh promosi, harga, atau lokasi pembelian. Kedua, penelitian dapat difokuskan pada analisis perbandingan preferensi konsumen terhadap Gethuk Presiden dengan produk sejenis dari produsen lain, untuk mengetahui keunggulan kompetitif Gethuk Presiden. Ketiga, penelitian dapat dilakukan untuk mengeksplorasi potensi pengembangan produk Gethuk Presiden dengan menciptakan varian rasa atau kemasan baru yang lebih menarik bagi konsumen, serta menguji penerimaan konsumen terhadap inovasi tersebut. Penelitian-penelitian ini diharapkan dapat memberikan wawasan yang lebih mendalam bagi produsen Gethuk Presiden dalam meningkatkan daya saing dan kepuasan pelanggan, serta berkontribusi pada pengembangan industri makanan tradisional di Indonesia.

Metadata

File size	348.04 KB
Pages	18
DMCA	Report