Kesadaran Konsumen Atas Pengonsumsian Mi Instan Organik

Zita Wahyu Larasati, Hendrie Adji Kusworo

2016 | Tesis | Pembangunan Sosial dan Kesejahteraan

ABSTRACT This study aims to discover awareness on organic instant noodles consumption among those UGM students. It is based by a high level of instant noodle consumption in Indonesia, especially among students and transformation consumption process food patterns from conventional food to organic food. Awareness typology by Paulo Freire was used to analyze consumer awareness which generated from involvement culture and thinking process of organic instant noodle consumption among consumers from UGM students. Theory on passive learning initiated by Herbert Krugman was also chosen for analyzing consumer‟s involvement, in this case UGM students, in organic instan noodle consumption. In this research, qualitative method was used by researcher. With this method, researcher could know how organic noodle consumption among those UGM students. The results showed that consumer awareness among UGM students was naïve awareness. This awareness was formed from low involvement and thinking process of organic instant noodle consumption. The low consumers involvement of organic instant noodle consumption was caused by passivity consumers when receiving stimulations. Consumers process of thought from among UGM students refer to the impact of, the comparison between organic instant noodle and conventional instant noodle, organic meaning , contradiction of organic meaning and contradiction settlement of organic meaning about organic instant noodle consumption. However, in the contradiction settlement of organic meaning, consumers prefer living out the organic myth for coping with their restlessness about contradiction of organic meaning. Keywords: Awareness, Consumer, UGM students, Organic Instant Noodle, Involvement, Meaning, Contradiction

Kata Kunci : Konsumen