ANALISIS SIKAP KONSUMEN PISANG SANG MULYO DI KECAMATAN DAMPIT, KABUPATEN MALANG

ISNAINI WAHYU NINGTYAS, DWI SUSILOWATI SUSILOWATI, TITIS SURYA MAHA RIANTI

Abstract


The horticultural subsector, particularly bananas, has significant economic potential, but its development requires an understanding of market demand, particularly consumer attitudes. This study aims to analyze consumer attitudes toward purchasing Sang Mulyo Bananas in Dampit District, Malang Regency. The study used a quantitative approach with descriptive analysis. The location was purposively selected in Srimulyo Village as the center for Sang Mulyo Banana development. The sample was taken using accidental sampling; because the population was unknown, the number of respondents was determined using the Lemeshow formula, and 100 respondents were obtained. Primary data were collected through a Likert scale questionnaire, then analyzed using the Fishbein Multiattribute model by calculating the level of confidence (bi), level of importance (ei), and attitude value (Ao). The results showed positive consumer attitudes towards the attributes of size (18.54), taste (18.28), aroma (17.56), texture (16.20), and color (16.51). Size and taste attributes were the most dominant attitudinal shapers. Meanwhile, the health benefits (13.04) and availability (11.79) are in the neutral category, so it is necessary to strengthen education regarding the health benefits of Sang Mulyo Bananas and improve the consistency of product availability.

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