INTEGRASI SIKAP MULTIATRIBUT FISHBEIN DAN HOUSE OF QUALITY DALAM MENINGKATKAN DAYA SAING JERUK LOKAL (CITRUS SP)
DOI:
https://doi.org/10.21776/ub.jtp.2021.022.01.7Keywords:
jeruk, atribut, daya saing, Fishbein, HOQAbstract
ABSTRAKÂ
Indonesia merupakan salah satu negara penghasil buah jeruk (Citrus sp) terbesar, yaitu mencapai 2.563.490 ton pada tahun 2019, meskipun demikian faktanya buah jeruk merupakan salah satu komoditas hortikultura impor utama. Kehadiran jeruk impor sebagai kompetitor membuat keberadaan jeruk lokal tergeser sehingga perlu adanya rencana strategis yang membuat jeruk lokal lebih diminati konsumen. Penelitian ini bertujuan untuk mengidentifikasi atribut yang dominan berpengaruh pada buah jeruk, daya saing jeruk lokal berdasarkan sikap konsumen, faktor-faktor yang mempengaruhi daya saingnya, dan juga mengembangkan rencana strategi peningkatan daya saing jeruk lokal. Penelitian ini menggunakan metode survei dengan pendekatan model sikap Fishbein, dimana pada prinsipnya sikap seseorang terhadap sebuah objek akan dikenali lewat atribut-atribut yang melekat pada objek tersebut. Responden dalam penelitian ini dipilih secara purposive sampling yaitu penetapan responden berdasarkan kriteria pernah membeli dan mengkonsumsi jeruk baik lokal maupun impor, umur responden minimal 16 tahun dan berdomisili di Jakarta. Hasil studi ini mendemonstrasikan bahwa sikap konsumen pada buah jeruk lokal menunjukkan bahwa keputusan konsumen di Jakarta untuk membeli atau mengkonsumsi buah jeruk lokal didasarkan pada ketertarikan karena harga, ketersediaan, kandungan air dan kesegaran. Secara keseluruhan jeruk impor lebih positif di mata konsumen ditunjukkan dengan 6 dari 10 atribut jeruk impor lebih unggul dibanding jeruk lokal. Pada akhirnya, tindakan rekomendasi yang diprioritaskan untuk jeruk lokal diperoleh dari hasil House of Quality (HOQ) terhadap lima atributnya yang memiliki kualifikasi sedang dan buruk, yaitu aroma, warna, tampilan fisik, kemasan dan merek.
Kata kunci: jeruk, atribut, daya saing, Fishbein, HOQ.
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ABSTRACT
Indonesia is one of the largest orange (Citrus sp) producing countries, reaching 2,563,490 tonnes in 2019, despite the fact that fresh orange is one of the main imported horticultural commodities. The presence of imported oranges as a competitor displaced the local oranges, so that a strategic plan was needed to make local oranges more attractive to consumers. This research study aims to identify the attributes that have a dominant effect on orange, the competitiveness of local oranges based on consumer attitudes, the factors that affect their competitiveness, and also develop a strategic plan to increase the competitiveness of local oranges. This study was conducted using a survey method with the Fishbein attitude model approach, where in principle a person's attitude towards an object will be recognized through the attributes attached to the object. Respondents in this study were selected by purposive sampling, namely the determination of respondents based on the criteria of having bought and consumed oranges both local and imported, with at least 16 years of age and domiciled in Jakarta. The results of this study demonstrate that consumer attitudes towards local oranges indicate that consumer decisions in Jakarta to buy or consume local oranges are based on attractiveness due to price, availability, water content and freshness. Overall, imported oranges are more positive in the points of consumers, indicated by 6 out of 10 attributes of imported oranges being superior to local oranges. In the end, the recommended actions that were prioritized for local oranges were obtained from the results of the House of Quality (HOQ) of its five attributes which had moderate and poor qualifications, namely aroma, color, physical appearance, packaging and brand.
Keywords: orange, attribute, competitiveness, Fishbein, HOQ
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