ANALISIS SIKAP KONSUMEN TERHADAP PEMBELIAN JAMU PEGAL LINU MEREK JAMU JAGO DI KOTA SEMARANG

Mandalina, Mandalina (2001) ANALISIS SIKAP KONSUMEN TERHADAP PEMBELIAN JAMU PEGAL LINU MEREK JAMU JAGO DI KOTA SEMARANG. Masters thesis, Program Pascasarjana Universitas Diponegoro.

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Abstract

ABSTRACT It was done a research about consumer attitude on buying Jamu Jago trademark ini Semarang City. The attitude analysis is done through several attributes, those are : availability, quality, safety, price and packaging. Fishbein formula is used to analyze consumer attitude, through measuring Pegal Linu attributes. Consumer attitude is measured both totally and partly by differentiate consumer characteristics, likes : sex, education and income. To know the consumers attitude differentiation based on their characteristic, is used Chi square method. The analysis results showed that consumer attitude is positive on Jamu Jago attributes, although it has not optimal yet. There are no differentiation among consumer attitude based on their characteristics, like : sex, education and income. The dominant attribute is availability, and it shows the successful of Pegal Linu marketer to conduct their distribution strategy. Finally, as implication of this research, it was suggested a marketing strategy through two approaches. The first is market segmentation strategy, by focus on low and midle income consumers, without neglect high income consumers. The second is marketing mix approach, particularly by strengthen consumer attitude on low score attribute. ABSTRAKSI Telah dilakukan penelitian sikap konsumen terhadap pembelian Jamu Pegal Linu merek Jamu Jago di Kota Semarang. Analisis sikap tersebut dilakukan terhadap atribut : ketersediaan, mutu, keamanan, harga dan kemasan. Untuk melakukan analisis digunakan rumus Fishbein dengan mengukur sikap terhadap atribut Jamu Pegal Linu. Sikap konsumen diukur balk secara keseluruhan maupun per karakteristik konsumen yang terdiri dari jenis kelamin, tingkat pendidikan dan tingkat pendapatan. Selanjutnya untuk mengetahui perbedaan sikap masing-masing karakteristik, digunakan metode chi square. Hasil analisis membuktikan bahwa konsumen memiliki sikap positif terhadap atribut Jamu Pegal Linu walaupun belum optimal. Tidak ada perbedaan sikap konsumen berdasarkan karakteristik jenis kelamin, tingkat pendidikan dan tingkat pendapatan. Atribut yang dominan adalah atribut ketersediaan, hal ini menunjukkan keberhasilan. Divisi Pemasaran PT. Jamu Jago melaksanakan strategi distribusinya. Akhirnya, sebagai implikasi dari hasil penelitian ini, telah disarankan strategi pemasaran dengan pendekatan segmentasi pasar, dengan fokus kepada konsumen berpendapatan menengah dan rendah, tanpa mengabaikan konsumen berpendapatan tinggi. Pendekatan kedua yang disarankan adalah pendekatan bauran pemasaran, terutama dalam upaya meningkatkan skor sikap terhadap atribut Jamu Pegal Linu yang masih rendah.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HG Finance
Divisions:Postgraduate Program > Master Program in Management
ID Code:8873
Deposited By:Mr UPT Perpus 2
Deposited On:21 Apr 2010 10:56
Last Modified:21 Apr 2010 10:56

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