CD Tesis

Analisis Sikap Konsumen Dalam Mengkonsumsi Ikan Salai Di Kabupaten Kuantan Singingi

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Studying consumer attitudes was carried out to identify the attributes
that influence consumers in consuming salai fish. Each consumer has a different
assessment of attributes in determining consumer attitudes. These attributes will
be valuable for relevant stakeholders in improving the marketing of salai fish. The
purpose of this study was to analyze consumer perceptions of the consumption of
salai fish in Kuantan Singingi Regency; analyze the attributes that determine
consumer attitudes in consuming salai fish in Kuantan Singingi Regency; and
knowing the implications of developing the marketing of salai fish products in
Kuantan Singingi Regency. This research was conducted at the Modern-Based
Traditional Market in Teluk Kuantan, Kuantan Singingi Regency. The selection of
the research location was based on some considerations including the intensity of
buying and selling salai fish in this matket was quite large, the availability of
salai fish products, and diversity of consumers from various sub-districts in
Kuantan Singingi Regency because it is the district's central market. Respondents
in this study were salai fish consumers totaling 100 respondents and 8 key
respondents consisting of salai fish producers, salai fish traders, distributors, and
fishery officials. The analysis applied in this study was descriptive analysis,
multidimensional-scaling analysis, and prospective analysis.
Descriptive analysis which was obtained to gain information on
consumer purchase decision making of salai fish. Regarding consumer needs,
most consumers (68 percent) stated that the reason for purchasing salai fish was
due to its distinctive taste and 71 percent stated that they were involved in
purchasing salai fish. Regarding the search for information, most consumers (58
percent) stated that information was obtained from family members or relatives.
Regarding the evaluation of alternatives, the majority of consumers (78 percent)
stated that the factor considered when purchasing salai fish was the taste.
Regarding purchasing decisions, most consumers (69 percent) stated that the
influential party in buying salai fish is the family member. Regarding postpurchase
behavior, all consumers say they are satisfied. The results of the
Multidimensional-scalling Analysis showed that consumer perceptions of salai
fish based on consumer assessments of the attributes attached to salai fish (taste,
smell, texture, color, size and bone) will determine alternative consumer choices
in purchasing salai fish products. The consumer's first product choice in
purchasing salai fish is
patin/silver catfish (pangasius pangasius) salai, the next choice is baung/asian
redtail catfish (Hemibagrus nemurus) salai, the next choice is selais fish
(Kryptopterus lais) salai, the next choice is motan fish (Thynnichthys thynnoides)
salai, then the next choice is lele/catfish (Clarias batrachus) salai and the last
choice is pantau fish (Rasbora argyrotaenia) salai.
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The results of the prospective analysis showed that the attributes which
determine consumer attitudes in consuming salai fish in Kuantan Singingi
Regency can be used as information to develop salai fish marketing. The defining
attribute is in quadrant I, which shows that consumers believe that the distinctive
attributes of salai fish, quality of salai fish, family, and price are the attributes
that has the most influence on consumer attitudes in consuming salai fish.
Prospective analysis also obtained attributes that can be used as information in
developing the marketing of salai fish which is in quadrant III, namely reference
group attributes and product availability. Business actors and related agencies
can use online media to market the fish because marketing has been based on
online media. Business actors and related agencies can maximize the availability
of products so that prospective consumers of salai fish feel comfortable and
satisfied due to availability and variety of products that will build the loyalty of
salai fish consumers so they don't switch to other substitute products.
Key Words: Smoked Fish, Consumer, Perception, Attitude, Marketing

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1810246418

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Agribisnis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1810246418

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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