PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN COKELAT BATANG PAKUWON DI BALAI PENELITIAN TANAMAN INDUSTRI DAN PENYEGAR SUKABUMI, JAWA BARAT

THE INFLUENCE OF PRODUCT ATRIBUTES ON THE PURCHASE DECISION OF PAKUWON CHOCOLATE BAR AT INDUSTRIAL RESEARCH AND BEVERAGE CROPS SUKABUMI, WEST JAVA

Ferrin Wardiully, Eko Heri Purwanto, Martunis*, Cut Erika
* raja_acehrayeuk@unsyiah.ac.id

Product attributes are a series of factors that are considered when someone decides to buy a product. Pakuwon chocolate bar is a product of processed cocoa pods produced by the Research Institute for Industrial and Refreshing Crops (Balittri), Sukabumi, West Java. The purpose of this study was to analyze and explain the effect of product attributes on purchasing decisions on Pakuwon chocolate bars. This research was conducted in January 2022 at the Research Institute for Industrial and Refreshing Crops. The type of research used is descriptive quantitative. Methods of data collection using a questionnaire. Questionnaires were distributed to 59 respondents, namely workers in Balittri and who had bought Pakuwon chocolate bars. The data were processed using two methods, namely multiple linear regression analysis and Spearman rank correlation test. Multiple linear regression analysis shows that partially (alone) product attributes that have the most influence on purchasing decisions are product quality and simultaneously (together) all product attributes have a significant effect on purchasing decisions. The Spearman rank correlation test shows that all product attributes have a positive effect on purchasing decisions, the strength of the correlation variable quality (0.56**) and brand (0.54**) is in the strong range (rho>0.50-0.75 ). In the variable packaging (0.48**) and price (0.47**) the strength of the correlation relationship is in the weak range (rho>0.25-0.50). The results of this study can be useful for Balittri so that Pakuwon chocolate bars can develop by paying attention to and improving quality product attributes so that they can become superior local products.

Keywords:
Chocolate bar, brand, packaging, price, quality

Conference title:
SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN TEKNOLOGI HASIL PERTANIAN (SNPP-THP): Inovasi dan Tantangan Pengembangan Produk Hasil Pertanian yang Halal, Aman, dan Berdaya Saing Tinggi

Page number:
168-177

Volume:
2

Issue:
1

Publication date:
17 October 2022

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