Perilaku Konsumen Dalam Pembelian Produk Tempe Di Sentra Produksi Kecamatan Kampak Kabupaten Trenggalek Jawa Timur
DOI:
https://doi.org/10.30737/agrinika.v4i1.797Keywords:
consumer behavior, price, psychological, quality, serviceAbstract
Observing the high interest of the Indonesian people towards the consumption of tempe, a research focused on the analysis of consumer behavior towards the purchase of tempe products was carried out in the tempe production centers. The research was focused on the reasons of consumers purchasing tempe products which include price factors, quality factors, service factors, and psychological factors. The analysis was based on interview data collected from 60 respondents, taken from the criteria of 30 consumers who bought few tempe product and 30 consumers who bought a large quantity of tempe products. Based on the results of the analysis, it can be concluded that the consumer purchasing behavior of tempe products in tempe production centers in Kampak District, Trenggalek Regency was influenced by the dominant factor of affordable prices, the quality of products packaged with hygienic packaging, friendly sales service, and subscription factors. These four factors are expected to be taken into consideration for producers and marketers to determine their marketing strategy in a fairly tight industrial competition in the future.
Melihat animo masyarakat Indonesia yang cukup tinggi terhadap konsumsi tempe, maka dilakukan penelitian yang dititikberatkan pada analisis perilaku konsumen terhadap pembelian produk tempe di sentra produksi tempe. Penelitian difokuskan kepada alasan konsumen membeli produk tempe yang meliputi faktor harga, faktor kualitas, faktor pelayanan, dan faktor psikologis. Analisis didasarkan pada data wawancara yang dikumpulkan dari 60 responden, yang diambil dari kriteria 30 konsumen yang membeli produk tempe sedikit dan 30 yang membeli produk tempe dalam jumlah banyak. Berdasarkan hasil analisis dapat ditarik garis besar bahwa perilaku pembelian konsumen atas produk tempe di sentra produksi tempe di Kecamatan Kampak Kabupaten Trenggalek dipengaruhi oleh faktor dominan harga yang terjangkau, kualitas produk yang dikemas dengan kemasan yang higienis, pelayanan penjualan yang ramah, dan faktor langganan. Keempat faktor ini diharapkan dapat menjadi bahan pertimbangan bagi para produsen dan pemasar untuk dapat menentukan strategi pemasaran dalam persaingan industri yang cukup ketat di masa yang akan datang.
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