ANALISIS SIKAP KONSUMEN DALAM KONSUMSI PRODUK KACANG PUKUL DI BAGANSIAPIAPI KECAMATAN BANGKO KABUPATEN ROKAN HILIR

Abstract

The H.H smashedpeanut agroindustry is the most liked smashed peanut business by the people of Bagan Siapiapicity and from outside the city of Bagan Siapiapiwhich has bright prospects to be developed. This study aims to analyze the influence of consumer attitudes in the consumption of smashed peanut products in Bagan Siapiapi, Bangko District, Rokan Hilir Regency (Case Study of Smashed peanut product at UD. H.H). This research is conducted at the UD outlet. H.H which is located in Bagan Siapiapi City, Bangko District, Rokan Hilir Regency. The data analysis method used is qualitative statistics which are quantified in ordinal form by using a Likert scale and Cartesian diagram. The results show that the indicators of each marketing mix variable influence consumer attitudes and the level of consumer satisfaction in buying smashed peanuts at UD. HH. Based on the Cartesian diagram, quadrant I is a priority quadrant containing very important indicators in influencing consumer attitudes in buying, which consists of A (product brand), L (access) and N (mileage). Quadrant II is a quadrant of achievement that has good performance according to consumer expectations, the indicators include indicators C (Product Packaging), E (Expiration Date), F (Halal Label), H (Price Conformity), I (Competitive Price), P (Promotion). verbally). Quadrant III contains indicators that have good performance but are not considered important by consumers, so the industry needs to convince consumers that these indicators are very important. Quadrant III includes indicators G (Price Affordability), K (Strategic location), M (Parking Facilities), O (advertising). Quadrant IV shows factors that are considered less important but whose implementation is excessive, consisting of indicators B (Product Quality), D (Product Hygiene), J (Price ability to affect purchasing power), Q (Service).