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Analisis persepsi dan preferensi terhadap faktor-faktor yang mempengaruhi konsumen dalam pemilihan minuman teh kemasan botol (studi kasus Teh Botol Sosro)


Oleh : Haryoga Aditya Wardhana

Info Katalog

Penerbit : FTI - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2004

Pembimbing 1 : Dorina Hetharia

Subyek : Consumers - Psychological aspects.;Food industry - Public opinion

Kata Kunci : consumer perception, beverage selection, bottled tea drinks, Teh Botol Sosro


File Repositori
No. Nama File Ukuran (KB) Status
1. 2004_TA_TI_06399259_Halaman-Judul.pdf 6074.08
2. 2004_TA_TI_06399259_Bab-1.pdf 1968.58
3. 2004_TA_TI_06399259_Bab-2.pdf 12557.8
4. 2004_TA_TI_06399259_Bab-3.pdf 2765.33
5. 2004_TA_TI_06399259_Bab-4.pdf 14136.44
6. 2004_TA_TI_06399259_Bab-5.pdf 9835.63
7. 2004_TA_TI_06399259_Bab-6.pdf 1999.85
8. 2004_TA_TI_06399259_Daftar-Pustaka.pdf 1000.49
9. 2004_TA_TI_06399259_Lampiran.pdf 11719.88

P Perkembangan industri minuman di Indonesia semakin pesat seiring dengan lebih bebasnya kesempatan untuk berpartisipasi dalam industri minuman ini. Salah satu industri minwnan yang perkembangannya mengalami peningkatan adalah minwnan jenis teh yang dike.mas dalam botol. PT Sinar Sosro, pemegang lisensi minuman teh Teh Botol Sosro yang sudah dipercaya sejak

T The development of beverage in Indonesia growth rapidly along with free more chance to participate in these beverage industry. One of beverage industry which the increasing development is tea that packaging by bottle. PT Sinar Sosro, the license holder of tea beverage Teh Botol Sosro had been trusted by people in the past come with in this industry competation and try to maintain this product in order to hold out and competitive with the competitors.With the condition PT Sinar Sosro want to hold out their product become stronger,so the research had done to know about the consumer perception ofTeh Botol Sosro if it is observed from the factors influence consumer in choosing Teh Botol Sosro beverage , knowing the position of Teh Botol Sosro among the competitors base on consumer perception , knowing the lacks of Teh Botol Sosro product base on consumer perception and provide the increasing quality on Teh Botol Sosro product where the lacks become the factor which is influence consumers buying on Teh Botol Sosro product.Base on the researched there are factors that influence consumers in choosing teabeverages bottle package is taste, smell, volume, cleanliness, price, packaging , promotion , practice, merk, colour and preservatives. From that factors, can be known consumer scoring with using the method of Analytical Hierarchy Process so we can know the weigth from that each factors. From the result of data tabulation known the weight of the factors is cleanliness 0.172, taste 0.121, price 0.098, volume 0.096, smell 0.086, practice 0.083,packaging 0.075, promotion 0.063, viscosity 0.057, merk 0.056, colour 0.056,preservatives 0.037.The highest factor influence the consumer to decide to buy the bottle tea is cleanliness. And then, compare among the third of bottle package base on the influence factors of consumer in choosing to know the Teh Botol Sosro, Tekita and Frestea. By using Preference Matrics method can be known the consumer scoring by the third product bottle package . After being calculated, can be known the position ofTeh Botol Sosro occupy first with total value 7.2482. The second place occupied by product of Frestea with total value 6.94255 and the last position occupied by product ofTekita with total value 6.90614 .Base on this research, known that there are several criteria that is felt not agree withconcumers ' willing. The lacks are cleanliness 1.24528, Price 0.6713, Volume 0.62784 and Packaging 0.5325. By using 5 method - Why Analysis can be known the main cause that lacks happen and then given the suggestion by PT Sinar Sosro to increase the quality in order to reach the consumer satisfied.

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