Judul: Analysis of Consumer Attitudes and Performance Attributes of Berkah Chicken Organic Chicken in the Jabodetabek Region
Abstrak: Masyarakat semakin sadar bahwa penggunaan bahan kimia anorganik berdampak negatif bagi kesehatan manusia dan juga lingkungan. Kesadaran masyarakat meningkat, gaya hidup sehat meningkat, dan tren makanan organik umumnya mendapat respon positif mulai dari sayuran, buah-buahan, produk susu, hingga daging ayam organik. Kesadaran masyarakat akan dampak negatif mengonsumsi daging ayam non organik mendorong mereka untuk beralih ke ayam organik. Tujuan dari penelitian ini adalah untuk menganalisis sikap konsumen, proses keputusan pembelian, kepuasan konsumen dan kinerja atribut ayam organik dari Berkah Chicken. Penelitian ini dilakukan di wilayah Jabodetabek pada Bulan Januari-Februari 2023. Metode yang digunakan dalam penelitian ini adalah metode survei dimana kuesioner dibagikan secara online kepada konsumen Berkah Chicken. Dalam penelitian ini sampel ditentukan dengan metode nonprobability sampling dengan teknik purposive sampling sebanyak 223 orang sampel. Sumber data yang digunakan adalah data primer dan data sekunder. Penelitian ini menggunakan metode analisis deskriptif, multiatribut fishbein, customer satisfaction index (CSI) dan importance performance analysis (IPA). Hasil penelitian menunjukkan sikap konsumen terhadap atribut ayam organik Berkah Chicken berada pada kategori sangat positif dengan nilai sikap 247,79. Nilai Tingkat kepuasan konsumen sebesar 88,94%, menunjukkan bahwa sebagian besar konsumen merasa sangat puas dengan produk ayam organik Berkah Chicken. Atribut ayam organik Berkah Chicken yang perlu diperbaiki kinerjanya dan menjadi prioritas utama dalam perbaikan adalah atribut daya tahan produk dan harga., Public awareness is increasing regarding the effect of inorganic chemical which affect negatively on human health and the environment. With this heightened awareness, there is an increase in healthy lifestyles and a positive response to organic food trends, ranging from vegetables, fruits, dairy product, to organic chicken meat. The awareness of the negative effects of consuming non organic chicken meat is driving consumers to switch to organic chicken. The aim of this research is to analyze consumer attitudes, purchasing decision-making processes, customer satisfaction, and the performance of attributes of organic chicken from Berkah Chicken. This research was conducted in the Jabodetabek area during January-February 2023. This research used survey method where the questionaries were distributed online to Berkah Chicken consumers. The sample was determined using non-probability sampling with purposive sampling techniques, and a total of 223 people were sampled. Primary and secondary data sources were used in this study. This research used descriptive analysis, multiattribute fishbein, customer satisfaction index (CSI), and importance performance analysis (IPA) methods. The results showed that consumers' attitudes towards the organic chicken attributes of Berkah Chicken were in the very positive category, with an attitude score of 247,79. The level of customer satisfaction was 88,94%, indicating that most consumers are very satisfied with Berkah Chicken's organic chicken products. The organic chicken attributes of Berkah Chicken that need improvement in performance and are a top priority for improvement are product durability and price.
Keyword: consumer attitudes, customer satisfaction index (CSI), fishbein multiattributes, importance performance analysis (IPA), organic chicken