PERILAKU KONSUMEN ETHIKOPIA COFFEBAY DI KABUPATEN SLEMAN

RIZKHA MAHARDHIKA A, Ir. Any Suryantini, MM., Ph.D. ; Dr. Jangkung Handoyo Mulyo, M.Ec.

2020 | Skripsi | S1 EKONOMI PERTANIAN DAN AGRIBISNIS

Penelitian ini bertujuan untuk : (1) mengetahui persepsi konsumen terhadap atribut-atribut Ethikopia Coffeebay (2) mengetahui faktor yang menjadi faktor utama konsumen ketika memilih Ethikopia Coffeebay (3) mengetahui korelasi antara karakteristik konsumen dengan faktor utama penentu pemilihan Ethikopia Coffeebay. Lokasi penelitian ditentukan dengan metode purposive sampling di Ethikopia Coffebay. Populasi dalam penelitian ini adalah semua konsumen Ethikopia Coffebay sementara itu sampel berjumlah 50 orang yang merupakan konsumen Ethikopia Coffebay yang diwawancarai dengan kuesioner. Pemilihan responden menggunakan incidental sampling. Metode analisis yang digunakan adalah uji persepsi, uji Wilcoxon dan rank spearman. Hasil penelitian menunjukkan bahwa konsumen Ethikopia Coffeebay memiliki persepsi yang baik terhadap produk yang dijual di Ethikopia Coffeebay. Prioritas utama konsumen ketika membeli produk di Ethikopia Coffeebay adalah produk. Terdapat korelasi antara karakteristik umur dengan produk serta korelasi antara pendidikan dengan fasilitas.

This study aims to: (1) determine consumer perceptions of the attributes of Ethikopia Coffeebay (2) determine which factors are the main factors of consumers when choosing Ethikopia Coffeebay (3) determine the correlation between consumer characteristics and the main determining factors for choosing Ethikopia Coffeebay. The research location was determined by the purposive sampling method at Ethikopia Coffebay. The population in this study were all consumers of Ethikopia Coffebay, while the sample consisted of 50 people who were Ethikopia Coffebay consumers who were interviewed by questionnaire. Selection of respondents using incidental sampling. The analytical method used is the perception test, Wilcoxon test and rank spearman. The results showed that Ethikopia Coffeebay consumers have a good perception of the products sold at Ethikopia Coffeebay. The main priority of consumers when buying products at Ethikopia Coffeebay is products. There is a correlation between the age characteristics and the product and the correlation between education and facilities.

Kata Kunci : Persepsi, Konsumen, Ethikopia Coffeebay