Analisis Sikap Konsumen Terhadap Produk Mie Sedaap

Cinantya, R.A. Nidia , Drs. Harimurti Subanar, M.M

2007 | Skripsi | S1 Extention - Management

For years, Indonesia"s instant noodle market was dominated by Indomie, which market share reached 90%. Mie Sedaap was launched as a new comer competes directly to Indomie. A year after launched in April 2003, Mie Sedaap acquised 12% of Indomie"s market share. In 2 years, this new product had reached 15%-20% of Indonesia"s instant noodle market share. What a fantastic number for an entry level product. Based on facts above, researcher decided to do research towards consumer"s attitude to Mie Sedaap. This research is aimed to analyze consumer"s attitude to Mie Sedaap. Samples of this research were 100 students of S1 Economics Faculty of Gadjah Mada University. Sampling method applied on this research is non-probability sampling. This sampling method used purposive sampling technique. Validity test method that"s applied on this research was Factor Analysis, and Cronbach"s Alpha method was applied as a method for reliability test of this research. Hypothesis was examined with Multi Attribute Models of Martin Fishbein. Research result found consumer attitude to Mie Sedaap is positive, showed by Fishbein Multi attribute value 124, 67. This value is in range of 123,2=Ab=161,6 states positive value. Accessibility of Mie Sedaap attribute of Mie Sedaap product in the market reached highest value 17,0952 and Deliciousity of Mie Sedaap scored lowest than others in 14,4351. This results show that distribution channel of Mie Sedaap is working well, but Mie Sedaap needs to increase it"s point in flavour/deliciousity. Key word : Consumer"s Attitude, Mie Sedaap

Kata Kunci : Consumer Attitude, Mie Sedaap, Sikap Konsumen, Produk Mie