SELERA KONSUMEN JAGUNG REBUS DI PUSAT KULINER KELURAHAN OESAO, KECAMATAN KUPANG TIMUR KABUPATEN KUPANG

Abstract

This study aims to determine consumer tastes in making decisions on purchasing boiled corn and to determine the factors that influence consumers in making purchasing decisions for boiled corn. This research was conducted in July 2020. Oesao Village was chosen to be the research location on purpose or purposive sampling, with the consideration that Oesao Village is a selling area for boiled corn that is visited by many buyers. Determination of respondents by chance (accidental sampling), namely finding consumers who are enjoying or buying boiled corn in the research location with the number of respondents as many as 50 people.

            The results of the study are based on the Chi Square analysis, all the attributes examined in this study with a confidence level of 95%, there are three attributes that have differences in consumer tastes, namely attributes of type, size and volume, while the other two attributes, namely taste and cleanliness, have the same consumer taste There is no difference in taste for the attributes of boiled corn. And based on the results of the Fishbein Multi-attribute analysis, the attributes that become consumers' taste are consecutively the attributes with clean hygiene, sweetness, low purchase volume (<10 ears), with large / medium maize sizes and sweet corn types. Based on the results of multiple linear regression analysis, with simultaneous testing (F-test), it is found that the independent variables consisting of price (X1), location (X2), service (X3) and season (X4) together have an effect on the decision. purchase of boiled corn (Y). For partial testing (t-test), it was found that the independent variable (X) which affected the dependent variable (Y), namely the purchase decision, was the service variable (X3) and season (X4).