FAKTOR-FAKTOR DESAIN KEMASAN MAKANAN RINGAN TRADISIONAL
Abstract
ABSTRAK Kemasan suatu produk merupakan faktor penting yang dipertimbangkan oleh konsumen dalam membeli suatu produk makanan ringan tradisional. Tujuan utama penelitian ini adalah mengidentifikasi faktor kemasan produk yang paling dominan dipertimbangkan oleh konsumen untuk membeli produk makanan ringan tradisional. Identifikasi awal didapakan 9 faktor independen kemasan produk yang diidentifikasi mempengaruhi keputusan konsumen dalam membeli produk makanan ringan tradisonal, faktor-faktor tersebut meliputi : faktor keamanan produk, faktor ekonomi, faktor pendistribusian, faktor komunikasi, faktor ergonomi, faktor estetika, faktor identitas, faktor promosi dan faktor lingkungan. Dependen faktor adalah persepsi konsumen pembeli produk makanan ringan di propinsi Sumatera Barat. Untuk mencapai tujuan utama penelitian ini, pengumpulan data dilakukan dengan menggunakan kuesioner dan melibatkan sampel sebanyak 100 responden. Kuesioner terdiri dari 25 variabel dan diukur dengan menggunakan skala likert. Data dianalisis dengan menggunakan analisis faktor. Statistik deskriptive digunakan untuk menjelaskan karakteristik sampel. Hasil penelitian menunjukan semua variabel memiliki pengaruh yang signifikan pada konsumen dalam membeli makanan ringan tradisional di provinsi Sumatera Barat Kata Kunci : Kemasan, , Makan ringan tradisional, Konsumen ABSTRACT. Packaging is an important factor that consumers consider when buying a traditional food. The main purpose of this study was to identify the most dominant packaging factors which considered by consumers to buy traditional food. Preliminery study identified 9 independent factors of packaging that influence to consumer's decision in onder to buy traditional food. These factors were product safety, economic, distribution, communication, ergonomic, aesthetic, identity, promotional, and environmental factors. Dependent factor was consumer perception on buying a traditional food in West Sumatera province. In order to achieve the main objectives of this study, data collection was conducted using questionnaires and involved a sample about 100 respondents. The questionnaire consisted of 25 variables and was measured using the five points on likert scale. Data was analyzed using factors analysis. Descriptive statistics were used to explain sample characteristic. The results showed that all factors had a significant influence relationship on consumers decisions to buy a traditional food in West Sumatera. Keywords: Packaging, Traditional snack, ConsumerReferences
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