Selasa, 04 Desember 2012

perilaku konsumen "jurnal" dalam bahasa inggris

MODEL BEHAVIOR OF CONSUMER PRODUCTS FAST FOOD (FAST FOOD) AND TRADITIONAL FOOD
SudiyartoUniversity of National Development "Veteran" East Java


ABSTRACT
Consumer's Behaviour Models for Local and Import Agribusiness Product of Fast Food and Traditional FoodConsumers choice has for the many local agribusiness Whether either product imports. Consumers especially the city people to global trending free life style have chosen to buy the product that will be, so the grand problems that meet the marketer and agribusiness producers in Indonesia is uncapability to know and how the efforts fulfill "consumer behavior" to consumption or purchasing agribusiness products.This writed are protype models to the research purpose 1). Analyze "consumers behavior" with knowing factors that influence consumers purchasing or fast foods consumption 2). Analyze competitive advantage for local foods product imports products consumers trust an approach attitude for multiatribut in local and imports foods.Prototype of this models are developed with analysis and methods that the first by Structural Equation Modeling (SEM) for factors that influence the consumers behavior. Secondly competitive advantage analysis on consumers trust value with Fishbein attitude Methods.Keywords: Consumer Behaviours, Fast Food and Traditional Foods.

INTRODUCTION
Indonesia is a market for goods and services and the enormous potential. It is not surprising that a market goals / targets potential for multinational companies from around the world. Every member of the population or individuals in Indonesia are consumers, because it performs better consumption activities of food, non-food and services. Thus, Indonesia has more than 230 million consumersThe free market in the era of globalization implies the presence of various types of goods and services with a range of brands flooding the Indonesian market. Competition antarmerek each product from different countries in the capture sharper consumer interest. For consumers, the market provides a variety of products and brands, with many options. consumers are free to choose the products and brands that will buy. The decision to buy is on the consumer. Consumers will use a variety of criteria in buying a particular product and brand. Consumers will buy products that fit their needs, tastes, and its purchasing power. Consumers would choose higher quality products and lower prices.
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Manufacturers and marketers should seek to understand consumer behavior, knowing what it needs, what it tastes and how he took the decision. So that marketers can produce goods and services that fit the needs of consumers. A deep understanding of consumers will allow marketers can influence consumer decisions, so you want to buy what is offered by marketers. Intense competition among brands and products to make consumers have a stronger position in bargaining (Sumarwan, 2003).The agricultural sector is the producer of foodstuffs, while the price of food is one of the main determinants of inflation. The results Research and Development Centre of Agricultural Economics (2001), suggests that the contribution of food to inflation has declined sharply from 57.47 percent in the period 1970-1979 to 31.17 percent in the period 1990-1998. This means that the development of agriculture and supporting policies have managed to reduce the increase in food prices, so it is no longer a source of major causes of inflation as in the 1960's and 1970's (Anonymous, 2001).Competitiveness of agricultural products can be enhanced by the concept of agribusiness development strategy aimed at the development of agricultural industrialization of agribusiness as a whole system which is based on the principles of efficiency and sustainability of farming in which consolidation is realized through vertical coordination, so the final product can be secured and adjusted to the final consumer preferences , (Simatupang, 1995).Commodity approach that focuses on self-sufficiency should be shifted from agribusiness approach is loaded with value creation and profit-oriented. Food security-oriented approach to food production should begin sliding on food security oriented availability and purchasing power. Thus, the production approach is not the only approach that is able to meet the food needs of the community (Saeed, 1999). Consumer tastes and needs will be met when the product availability and purchasing power are also able to cope.As stated by Gaspersz (2001), that the factors that influence the demand for a good or service is not limited to the price of the product, the price of substitute goods or goods komplenter, tastes, income, number of people but also consider other factors that related to a). consumer expectations, b). the number of potential consumers, c). advertising expenditures d). features or attributes and e). other specific factors relating to the demand for goods or services marketed.The main factors that influence consumer behavior according to Kotler (1993), among others, cultural factors, social factors, personal factors and psychological factors. Culture is one determinant of a person's desires and behaviors of the most fundamental and indeed the whole community has a social stratification in which social classes shows a selection of products with different brands. Purchasing decisions are also influenced by the characteristics / personality traits, particularly influential is the age and stage in the life cycle buyers, work, economic situation, lifestyle, and the concept of personal identity. Options to purchase3person will also be influenced by psychological factors, namely: motivation, perception, learning, and beliefs with an attitude.Consumer is one of the important components in the agribusiness system. According Sumarwan (1999), suggests that the growth of the agribusiness sector will be determined by how much consumer demand for agribusiness products. Understanding consumer behavior fruit is a very important market information for the agribusiness sector. This information is required as an input to the production plan, develop and market products with good fruit.Agribusiness products such as fruits Indonesia show is still unable to compete with imported fruit products especially in terms of quality (taste and appearance), but when the monetary crisis in 1998 the value of the U.S. dollar against the rupiah to appreciate to make the prices of imported goods become more expensive and unaffordable, consumers generally remain rationally choose the cheaper price of fruitThe monetary crisis that took place during 1998 also affected the level of real income which then affects the consumption patterns of fruits. The results Lina (1999) in Sumarwan (1999), shows that in the period before the crisis 25% of respondents consuming imported fruits, but during the crisis the number of consumers who consume fruit imports only 4%. In times of crisis fruit imports become more expensive, while declining consumer purchasing power, this is the cause consumers to switch to local fruit by reducing the consumption of imported fruit. The data provide important implications that consumers still consume fruits despite the crisis. This shows the importance of fruit for consumers. Another thing shows that at an affordable price then consumers will be looking for other attributes such as quality and compliance tastes. Noting this phenomenon, the purpose of formulation of this design is to obtain theories and models to study / learn about consumer behavior and product agri imports in terms of value measurement indicator of consumer confidence attitude attributes contained in the local fruit and imported commodities.LITERATURE REVIEWTheory of Consumer BehaviorConsumer Behavior Models Engel, Blackwell and MiniardConsumer Behavior Model proposed by Engel, Blackwell and Miniard (1994) explains that there are factors that together influence the consumer's decision to buy or pick. These factors are:a). Environmental Influence: It is an environment where the consumer is or was raised consisting of culture; social classes; influence of personal, family and situation.b). Individual Differences: Is the difference of each individual human consumers of the consumer, motivation, attitude, personality and demographics.4c). Psychological Process: This is the process that happens to the consumer before buying or choosing which consists of information processing, learning, changing attitudes / behaviors.Figure 1. Consumer Behavior Models Engel, Blackwell and Miniard (1994)Competitiveness TheoryBy the very nature of a commodity is said to have a competitive edge when competing has a sale price and good quality. As stated by Simatupang (1992), that competitiveness is a concept to express the ability of a manufacturer to produce a commodity with a fairly good quality and production costs are low enough, so at prices that occurred in the international market can be produced and marketed by the manufacturer to obtain sufficient income so that prices can sustain their production costs.a. Competitive Advantage (Advantage Kompetitive)Porter in his book Competitive Advantage (1994), states that the principal competitive strategy formulation is to connect the company with its environment. . .EFFECTENVIRONMENTCultureSocial ClassPersonal InfluenceFamilySituationDECISION PROCESSDIFFERENCEINDIVIDUALHR ConsumersMotivationAttitudePersonalityDemographyPSYCHOLOGICAL PROCESSProcessingInformationLearningChangeAttitude / BehaviorMARKETING STRATEGYProductPricePromotionDistribution5The threat of entry of new entrantsBargaining power bargaining powerSupplier BuyerThreats products / services ReplacementFigure 2. The forces Affecting Industry CompetitionCompetitive advantage (competitive advantage) by Porter (1993), basically evolved from the value that can be created by a company to its buyers that exceeds the cost of the company in creating. Value is what a buyer is willing to pay, and superior value from a lower bid prices than competitors for equivalent benefits or providing 'unique benefits' is more than just offset the higher prices. There are two basic types of competitive advantage, namely cost advantage and differentiation. The concept is then formulated by Porter in a strategic concept called 'Generic Competitive Strategies' or better known as 'Generic Strategies' which consists of 1. Overall cost advantage, 2. Differentiation and 3. Focus.

RESEARCH DESIGN
Consumer behavior agribusiness in a city can be analyzed by studying about understanding consumer behavior and the factors that influence it. Engel et al (1993), argues that consumer behavior is defined as actions directly involved in obtaining, consuming, and spent a good product or service, including the decision processes that precede and follow these actions. So the consumer behavior is essentially all of the activities, actions and psychological processes that drive the action at before buying, when to buy, use, spend productFactors influencing consumer behavior in buying products (agri) include cultural, social, personal (individual differences), psychological and marketing strategy (Kotler, 1993 and Engel et al, 1995). Such factors as shown in Figure 3. following.INDUSTRY COMPETITORSCOMPETITION AMONG THE COMPANIES THAT THERENewcomers POTENTIALSUPPLIERSBUYERSREPLACEMENT PRODUCT6Figure 3. Factors Affecting Consumer Behavior(Kotler, 1993 and Engel et al, 1995)A. Cultural FactorsCulture influences drive to motivate people to take action even further motifs as diverse as freedom, education skills, kegiarahan etc.. The elements that make up the culture include: order-value (value), norm (Norms), customs (customs), prohibition (Mores); konventions (convention); myth and symbol (Sumarwan, 2003).Modern society that lives in almost all countries have the same culture, the popular culture. Mowen and Minor (1998) in Sumarwan (2003) defines popular culture as a culture or a culture that many people follow and easily understood by most members of society, they do not require specialized knowledge to understand the popular culture.Figure 4. Indicator Variables Consumer Culture (Mowen and Minor, 2002)B. Social FactorsAccording to Kotler (1993), argues that consumer behavior is also influenced by social factors such as the reference group (reference), family and social status of a consumer. The term reference group (reference group) was first introduced by Hyman (1942), which is defined as "a person or group of persons significantly influence the behavior of individuals".CultureSocialIndividualBehaviorConsumerPsychologicalTata Value (Value)Customs (customs)Popular CultureB u d a y aX1.1X1.2X1.3Strat.Pemas7Figure 5. Indicators of Consumer Social Environment Variables(Kotler, 1993)InformationX2.1 = level of social status / occupation. X2.5 = Role / friends think:X2.2 = number of family members. X2.6 = Role / opinions neighborsX2.3 = The role of children in the purchase. X2.7 = Role / expert opinionX2.4 = The role of the husband / wife in the purchaseC. Personal factors (individual)Purchasing decisions as well as agri products is influenced also by the characteristics / traits private consumers. According to Kotler (1993), Personal factors which mainly influence is the age and stage of life cycle buyers, work, economic situation, lifestyle, and the concept of personal identity.Figure 6. Individual Variable Indicators Consumer (Kotler, 1993)D. Factors PsychologyKotler (1993), argues that in buying, a consumer (agribusiness) will be affected by four major psychological factors, namely motivation, perception, learning, beliefs and attitudes, psychological dimensions include motivation,Social StatusFamilyReference GroupLingk. SocialAge ConsumersEducationJobIndividualRevenueLifestyle(Lifestyle)X2.1X2.6X2.7X3.1X3.2X3.3X3.4X3.5X2.2X2.3X2.4X2.58perception and knowledge of a person will affect consumer behavior in purchasing agri products. Biological Motivation for example, that a person consuming the product is to meet the needs of agribusiness; meet the objectives and gain experience pleasure. Associated with a person's perception of a product that looks good; perceived or abortion. While knowledge is demonstrated skills / knowledge a person in assessing agri products to be bought.Figure 7. Indicators of Consumer Psychological Variables(Kotler, 1993 and Engel et al, 1993)X4.1 = Needs. X4.5 = Knowledge of agribusiness products.Description:X4.2 = Meets goals (health). X4.6 = Knowledge purchasesX4.3 = experience pleasure. X4.7 = Knowledge consumption / usageX4.4 = Consumer PerceptionE. Marketing StrategyThe marketing strategy is designed to achieve the business goals / objectives that include marketing can influence consumers to purchase / consume the product being marketed. Marketing goals which include to attract consumers to buy the products offered. Further strategies are translated into specific programs implemented efficiently and repaired if it fails to achieve the objectives (Kotler, 1993). Kotler (1993), also suggests that marketing strategies are generally more familiar with the marketing mix (marketing mix), better known as the 4 P's (Product; Price; Promotion; Place).M o t i v a s iP e r s e p s iKnowledgePsychologyX4.1X4.2X4.3Marketing Mix StrategyProduct StrategyStrategy Price / PricePromotion StrategyStrategic Distribution / PlaceX5.1X5.2X5.3X5.4X4.4X4.5X4.6X4.7X5.5X5.6X5.7X5.8X5.9X5.109Figure 8. Marketing Mix Strategies Company (Marketing Mix) (Kotler, 1993)InformationX5.1 = Product Quality. X6.6 = Brochure / leaflet:X5.2 = Brand products. X6.7 = Sales promotionX5.3 = Packaging products. X6.8 = A strategicX5.4 = pricing strategy. X6.9 = Number penjua / store / kiosk.X5.5 = Ad. X6.10 = Structuring shop / kioskF. Consumer AttitudesAccording to Mowen and Minor (2002), suggests that the attitude was strongly associated with the concept of faith (belief) and behavior (behavior). The term consumer attitude formation (consumer attitude formation) often describe the relationship between beliefs, attitudes and behaviors. Beliefs, attitudes and behavior is also related to the concept of product attributes (product attribute). Poduk Attributes are the characteristics of a product, consumers usually have confidence in the product attributes. So attitudes toward product attributes, describe the behavior / consumer preferences towards product.In determining the choice of products, the selection criteria of consumers affected by the attributes attached to the product, this model is often called the Model Attitude Multiatribut. This model is initiated by the opinions of Lancaster (1966) in Colman and Young (1992), that the analysis of the attributes can be used to study the behavior of consumers, suggesting that consumer utility menderive instead of products consumed but from the characteristics or attributes of the product.Multiatribut agribusiness products can be viewed by 'quality criteria' agribusiness products (such as fruit) as proposed by Poerwanto, Susanto and Setyati (2002), include: 1. Visual quality or appearance, 2. Moutfeel (taste in the mouth), 3. Nutritional Value & Substance Efficacious (functional quality), 4. Security consumption, 5. Ease of handling, and 6. Other quality properties:By 'quality criteria' agribusiness products above, it can be formulated attitudes consumer confidence in selecting attributes agribusiness products (pieces) that consumers desired, as shown in Figure 2. following.Figure 9. Indicators of Consumer Attitudes Toward Variable Attributes Fruit(Sumarwan 2003 and Poerwanto, et al, 2002)PriceSizeColorFreshAromaTextureS I C A PY1Y3Y4Y5Y6Y7TasteY2NutrientY810thInformationY1 = Product Price (high-low):Y2 = Product taste (sour - sweet)Y3 = Product size (too small - large - ideal)Y4 = Color Products (hijau/mentah- yellow - red / ripe)Y5 = Product Freshness condition (dull / wrinkled-Fresh)Y6 = Aroma Products (foul - fragrant).Y7 = Texture (hard - soft)Y8 = Nutrition / Vitamins (a little - a lot)METHODS1. Analysis of Factors Affecting Consumer Behavior AgribusinessThe design research model of factors that influence consumer behavior agribusiness products can be analyzed using the Structural Equation Model (SEM). Hair et al, (1992), states that SEM is a multivariate analysis technique which combines aspects of multiple regression (in examining dependence relationships) and factor analysis (presented concepts immeasurable, factors with multivaribel) to estimate the number varibael series interdependence.This model is a combination of two models of structural models that links between latent variables / factors, and measurement models that explain the relationship with the latent variable indicators. Latent variables are variables that can not be measured directly and the information obtained from its constituent indicators.Early stages that need to be taken in applying Structural Equation Model by Hair et al (1992) are as follows:a. Developing a Theory-Based ModelThe model is built in the design of the study of consumer behavior is developed by means of scientific exploration through literature and previous studies to obtain a theoretical justification based model developed (Ferdinand, 2002). Factors examined by the study include the following theories: factors affecting consisting of 1. Cultural factors; 2. social environmental factors, 3. individual factors / individuals; 4. Psychological factors consumers and 5. factor of the company's marketing strategy / marketing. While the factors that influenced the attitude of consumer confidence in the product attributes agribusiness, the indicator comprising: a). prices, b). sense, c). size d). color; e). freshness f). aroma; g). texture and h). vitamin content.b. Developing Cross SchemeThis stage is to describe a model that has been formulated on the cross in the form of diagrams, of which the relationship between the five constructs are expressed by arrows. The arrows show the relationship between the constructs of a direct causal relationship with one another, while the curved lines with arrows each end stating the correlation between the constructs (see Figure 10.).11thConstructs that make up the model consists of exogenous constructs and endogenous constructs, which are described as follows:1. Exogenous constructs (exogenous Latent Variables), known also as the "source variables" or independent variables that are not predicted by other variables in the model. In the exogenous construct image is constructs targeted by a line with an arrowhead., Which in this study include: cultural, social, individual, consumer psychology and marketing strategies.2. Endogenous constructs (Endogeneous Latent Variables), are factors that predicted by single or multiple constructs. In this study the endogenous construct Consumer confidence is the attitude towards the food product attributes (Ferdinand, 2002).c. Structural Equation Model (Structural Equation Modelling)Based on traffic schemes are built, can be assembled structural equation and measurement models. The diagram on the cross and then converted into a structural equations as follows:Consumer Attitudes Culture = β1 + β2 + β3 Individuals Social Psychological β4 + β5 + Marketing Strategy + εThe equation for the measuremen model, further described as follows:Table 1. Exogenous constructs:ExogenousIndicatorX1X2X3X4X5errorX1.1X1.2X1.3X2.1X2.2X2.3X3.1X3.2X3.3X3.4X3.5X4.1X4.2X4.3X5.1X5.2X5.3X5.4==================X1.1 λ * X1X1.2 λ * X1X1.3 λ * X1X2.1 λ * X1X2.2 λ * X1X2.3 λ * X1X3.1 λ * X1X3.2 λ * X1X3.3 λ * X1X3.4 λ * X1X3.5 λ * X1X4.1 λ * X1X4.2 λ * X1X4.3 λ * X1X5.1 λ * X1X5.2 λ * X1X5.3 λ * X1X5.4 λ * X1++++++++++++++++++d1d2d3d4d5d6d7d8D9D10D11D12D13D14d15D16D17D18Endogeneous constructs:Y1 = Y + e1 λY1 * λY3 * Y3 = Y5 = e1 + Y * Y + e1 λY5ΛY2 * Y2 = Y4 = Y + e1 + e1 λY4 * Y * Y6 = Y + e1 λY612thDESIGN (DESIGN) RESEARCHFigure 10. Draft Model (Design) Research in Consumer Behavior Analysis Agribusiness with SEMInformation1. ATTITUDE = consumer attitudes toward product attributes Agribusiness:Y1 = Agribusiness Product Price (high-low)Y2 = Sense of Product Sustainability (bad / sour - delicious)Y3 = Product Size Agribusiness (too small / large - ideal)Y4 = Appearance (very ugly - interesting)Y5 = freshness condition / Fresh Products (dull / wrinkled - fresh)Y6 = Aroma Products Sustainability (rotten - odor / aroma).Y7 = Texture (hard - soft)Y8 = Nutrition / Vitamins2. CULTURE = Environment Consumer Culture13thX1.1 = the value in buying products agribusinessX1.2 = habits (traditions) of consumers in buying products agribusinessX1.3 = Eating agribusiness products (eg fruits) as popular culture3. LINGSOS = Social Environment where consumers areX2.1 = level of social statusFamily:X2.2 = number of family members.X2.3 = The role of children in the purchase.X2.4 = The role of the husband / wife in the purchaseGroup Reference / Reference:X2.5 = Role / opinions friendX2.6 = Role / opinions neighborsX2.7 = Role / expert opinion4. INDI = Individual ConsumersX3.1 = Age underlying consumer purchasing agri productsX3.2 = Qualification underlying purchase agribusiness products.X3.3 = Levels of work affecting the purchase of agri productsX3.4 = The underlying revenue agribusiness product purchase.X3.5 = Buying fast food as a way of life (life style) consumer.5. PSI = Psychological ConsumersMotivation:X4.1 = Motivation needs.X4.2 = Meets goals (health / satisfaction of appetite).X4.3 = experience pleasure.Perception:X4.4 = consumer perception.Knowledge:X4.5 = Knowledge products agribusiness products.X4.6 = Knowledge agri product purchasesX4.7 = Knowledge usability agribusiness products6. SP = Strategies Product Marketing Product Sustainability.Product mix strategy:X5.1 = Product Quality agribusiness products.X5.2 = Brand products agribusiness products.X5.3 = Packaging products agribusiness products.Strategy Price:X5.4 = pricing strategy.Promotion strategy:X6.5 = AdX6.6 = Brochure / leafletX6.7 = Promotional Products sales AgribusinessDistribution Strategy:X6.8 = A strategicX6.9 = number of vending / kiosk agribusiness (fruit) andX6.10 = Structuring stand / store14th2. -Attitude Analysis of Consumer Confidence-Attitude Analysis of consumer confidence in the product attributes agribusiness is to describe the results of the analysis of attitudes beliefs Fishbein methods that have been tabulated.According to Engel et al (1993), Fishbein models illustrates that consumer attitudes toward a product or brand of a product is determined by two things: 1). Confidence in the product attributes or brand (bi component) and 2). Evaluate the importance of product attributes (components ei). This model uses the following formula:nAo = Σ Bieii = 1Ao = attitude toward an objectbi = the strength of belief that objects have attributes Iei = Evaluation of the attributes In = number of object attributes,Observed range of attributesIn this study there are 8 kinds of attributes, consisting of:A. bi = Power of Belief in agribusiness products, including:Table 2. Belief in the power of Agribusiness Product AttributesPrice / Kg.Very Cheap+2+10-1-2Very ExpensiveSense of SustainabilityVery Sweet+2+10-1-2Very AcidSize AgribusinessVery Ideal+2+10-1-2Too large / smallAgribusiness Very Yellow Color (mature)+2+10-1-2Very green (raw)Conditions FreshnessVery Fresh+2+10-1-2Very dull / wrinkledAroma AgribusinessVery Fragrant+2+10-1-2Very ApekTexture AgribusinessVery Soft+2+10-1-2Very HardContent of VitaminsVast+2+10-1-2Measly15thB. ei = element Agribusiness Product Evaluation,:Table 3. Elements of Sustainability Evaluation of Product AttributesPrice / Kg.Very Important+2+10-1-2UnimportantSense ProdukAgribisnis Very Important+2+10-1-2UnimportantAgribusiness Product Size is Important+2+10-1-2UnimportantProduct colors Agribusiness Very Important+2+10-1-2UnimportantConditions FreshnessVery Important+2+10-1-2UnimportantAgribusiness Aroma ProductsVery Important+2+10-1-2UnimportantAgribusiness Product TextureVery Important+2+10-1-2UnimportantContent of VitaminsVery Important+2+10-1-2Unimportant3. Analysis of CompetitivenessBy the very nature of a commodity is said to have a competitive edge when competing has a sale price and good quality. Competitive advantage (competitive advantage) by Porter (1994), basically evolved from the value that can be created by a company to its buyers that exceeds the cost of the company in creating. Value is what a buyer is willing to pay, and superior value from a lower bid prices than competitors for equivalent benefits or providing 'unique benefits' is more than just offset the higher prices.Description directed to understand competitiveness by comparing the value of the behavior (attitude) consumers, explaining which of agribusiness products such as: local fruit and fruit import attribute attitudes scored higher. Attitude attribute values ​​indicate higher competitiveness competitive advantage (competitive advantage) higher. This means that agribusiness products (fruits) are said to be superior or that have assessed the competitiveness is a more popular / consumer choice. This description uses the tabulation method using materials obtained from the analysis of the attitudes of consumer confidence.

CONCLUSIONS AND RECOMMENDATIONS
Based on the theoretical basis and design of the model is constructed, it can be concluded that:16th1. Research on the factors that influence consumer behavior Agribusiness products to do by waking theories include: a). Culture, b). Social environment, c). Individuals, d). Consumer Psychology and e). Marketing Strategy.2. Research on the attitudes of consumer confidence Agribusiness products to do with consumer ratings of product attributes.3. Product attributes inherent in Agribusiness products include: a). Price, b). Taste c). Size, d), Color / appearance products, e). Conditions Freshness / Fresh, f). Aroma, g). Texture and h). Nutrition.4. Research on the attitudes of consumer confidence as well as to analyze the competitiveness of the local agri products with imports.

REFERENCES
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