PERILAKU IBU RUMAH TANGGA DALAM PEMBELIAN DAGING SAPI DI PASAR TRADISIONAL DI KOTA BANDAR LAMPUNG

Abstract

This research aims to know the characteristics of consumers and the process of decision making, analyze the purchase pattern and the attitude of consumers forwards beef attribute at Bandar Lampung traditional markets. This research conducted by a survey method at Bandar Lampung traditional markets, namely Panjang market, Way Halim market, and Pasir Gintung market. Research data were collected in August - September 2019. The 36 respondents were selected by accidental sampling method. The results showed that respondents were housewives aged 25--35 years old, with the number of family members amounting to 4--5 people, household average income of IDR 4,602,778, and predominantly Javanese. The pattern of beef purchases by housewives is buying meat in traditional markets due to various options. The amount of beef purchased in the last month was 1.1--2 kg with the type of meat that is most purchased is sirloin. Scores of consumer attitudes towards the beef attribute using the Multiattribute model of Fishbein acquired attitude score of 108.35 or category quite well, the color attribute of 18.88, the fiber attribute of 18.28, and the value of the freshness attribute of 18.16, while the price attribute gets the lowest value of 17.41. The attitude of the consumers to the beef attribute is the beef must have a bright red, dense and fresh. Key words: attitudes, beef, characteristics, purchases