Analisis Preferensi Mahasiswa Universitas Gadjah Mada Terhadap Pembelian Makanan Cepat Saji Fried Chicken

ARAS ARI WIGHANI, Prof. Dr. Ir. Rini Widiati, M.S., IPU.

2023 | Skripsi | S1 ILMU DAN INDUSTRI PETERNAKAN

Daging broiler sebagai sumber pangan protein hewani banyak diminati masyarakat, dan mudah ditemukan di pasar. Ayam goreng ala kenthucky terkenal dan disenangi anak muda khususnya Mahasiswa. Sebagai salah satu konsumen, mahasiswa memiliki preferensi masing - masing terhadap atribut yang melekat pada produk yang akan dibeli sebelum melakukan keputusan pembelian. Penelitian ini bertujuan unguk, menentukan tingkat preferensi mahasisea terhadap produk fried chicken dan menentuka pengarauh atribut - atribut produk terhadap keputusan pembelian fried chicken. Pengambilan data di Fakultas Peternakan Universitas Gadjah Mada, pada bulan Desember 2022. Penentuan jumlah sampel menggunakan rumus Lameshow yaitu sebanyak 103 mahasiswa aktif S1 Fakultas Peternakan Universitas Gadjah Mada yang melakukan pembelian fried chicken di restoran cepat saji A, B dan C yang ditentukan menggunakan purposive sampling method. Pengumpulan data dilakukan menggunakan wawancara dengan alat bantu kuisioner online berupa google form yang telah diuji validitas dan reliabilitas. Jenis data yang digunakan adalah data primer dan sekunder. Penilaian atribut produk dianalisis dengan menggunakan skala likert yang dilanjutkan dengan Three Box Methode. pengaruh atribut preferensi terhadap keputusan pembelian dianalisis dengan regresi linier berganda menggunakan data skala likert yang ditransformasikan sebelumnya ke data interval dengan Methode Succesive Interval (MSI). Hasil penelitian menunjukan bahwa tingkat preferensi mahasiswa Fakultas Peternakan UGM terhadap pembelian makanan cepat saji fried chicken termasuk kategori tinggi. Atribut produk berpengaruh signifikan secara simultan dengan nilai (P<0,05). Nilai koefisien determinasi (R2) sebesar 0,63. Artinya, variable dependent dipengaruhi oleh variable independent sebesar 63% sedangkan 37% dijelaskan oleh faktor lain diluar model penelitian ini. Secara parsial atribut kualitas produk, harga, dan sistem pembayaran, berpengaruh positif signifikan (P<0,05). Upaya dalam meningkatkan penjualan fried chicken pada resto A, B dan C perlu mempertimbangkan ketiga atribut yang signifikan tersebut.

Broiler meat as a food source of animal protein is in great demand by the public, and is easy to find in the market. Kenthucky fried chicken style fried chicken is one of the processed chicken meat which is currently well-known and liked by young people, especially students. As consumers, students have their own preferences for the attributes attached to the product to be purchased before making a purchase decision. This study aims to determine the level of student preference for fried chicken products and determine the effect of product attributes on the purchase decision of fried chicken. Data collection at the Faculty of Animal Husbandry, Gadjah Mada University, in December 2022. Determination of the number of samples used the Lameshow formula, namely 103 active S1 students of the Faculty of Animal Husbandry, Gadjah Mada University who purchased fried chicken at fast food restaurants A, B and C which were determined using purposive sampling method. Data collection was carried out using interviews with an online questionnaire tool in the form of a google form that has been tested for validity and reliability. The type of data used is primary and secondary data. Product attribute assessment was analyzed using a Likert scale followed by the Three Box Methode. The effect of preference attributes on purchase decisions was analyzed using multiple linear regression using Likert scale data that was previously transformed into interval data using the Succesive Interval Method (MSI). The results showed that the preference level of UGM Faculty of Animal Husbandry students for buying fried chicken fast food was in the high category. Product attributes have a significant effect simultaneously with value (P<0.05). The coefficient of determination (R2) is 0.63. That is, the dependent variable is influenced by the independent variable by 63% while 37% is explained by other factors outside this research model. Partially the attributes of product quality, price, and payment system had a significant positive effect (P<0.05). Efforts to increase sales of fried chicken at restaurants A, B and C need to consider these three significant attributes

Kata Kunci : Fried chicken, Cepat Saji, Atribut produk, Preferensi Konsumen, Keputusan Pembelian