Lourenza Pengarang

CONSUMER ATTITUDE TO TRADITIONAL HERBAL BERAS KENCUR WITH FISHBEIN METHOD IN JEMBER Lourenza Study Programme of Agroindustry Management Department of Agribusiness Management ABSTRACT This research was conducted in roundabouth of DPR of Jemberprecisely in the traditional herbalist seller Mr. Sutrisno. This research has the main objective is to distinguish traditional herbal beraskencur enthusiasts and instant herbal beraskencur using fishbein method. This method is used to compare tendency of consumer attitude in choosing between traditional kencur herbal medicine or instant beraskencur. How to compare it by dividing some attributes commonly used by consumers in choosing traditional herbal drinks. Commonly used attributes are flavor attributes, color attributes, flavor attributes and price attributes. After dividing the attributes then obtained the value obtained from consumers of herbal drink beraskencur. The results obtained are then compared using the formula of the fishbein method. The results of this research are (a) Of the 4 attributes used, taste attribute is the highest attribute compared with the other three attributes, both in traditional beraskencur medicine and instant beraskencur. (b) Judging from the calculation of consumer attitudes by using the fishbein method, the highest consumer attitudes are traditional beraskencur drinks compared to instant beraskencur. Keywords : consumer attitude, fishbein