Analysis Of Milk Consumption Behavior and Processed Products on IPB Students with AIDA and CRI Methods
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Accepted
26 February 2018
Published
28 February 2018
Keywords:
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AIDA, CRI, Milk and processed products, Fapet Milk
Abstract
This study aimed to analyze consumption behavior of Fapet’s milk and processed products using the AIDA and CRI models. Samples in this study were 209 active students of IPB in 2nd, 4th, and 6th semester used simple random sampling method. The results showed that there was a correlation between awareness and interest, interest and desire, while desire has no correlation with action. The results also showed that sex, pocket money, father’s occupation, number of family member, awareness, interest, and action have a correlation with consumption frequency of Fapet’s milk and processed products. Awarenes, interest, and action variables also have a correlation with consumption quantity of Fapet’s milk and processed products. The enhancement of awareness and action will increase consumption frequency and consumption quantity of Fapet’s milk and processed products. Results of Customer Response Index (CRI) analysis showed that students response to dairy Fapet milk and processed products were 78.9 percent indicating that marketing strategy have been effective.
References
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Simamora B. 2002. Panduan Riset Perilaku Konsumen. Jakarta(ID): Gramedia Pustaka Utama.
Sis ARA dan Albari. 2015. Pengukuran efektifitas pengiklanan lingkungan melalui iklan televisi (pendekatan model AIDA).19(1):16-26. Universitas Islam Indonesia.
Sumarwan U. 2011. Perilaku Konsumen. Ed ke-2. Bogor (ID): Penerbit Ghalia Indonesia.
Suryono, Khomsan A, Setiawan B, Martianto D, Sukandar D. 2007. Pengaruh pemberian susu terhadap indeks massa tubuh dan kepadatan tulang punggung remaja pria. Jurnal Gizi dan Pangan.2(1):1-7.
Ugonna IA, Ndubisi EC, Otugo NE, Eze PC, Akabogu OC. 2014. Anatomical effects of billboard advertising on consumers’ purchase intent of beer. International Journal of Innovative Research in Management.7:14-24.
Utama SS, Andadari RK, Matrutty ESHR. 2009. Efektivitas iklan televisi partai gerindra berdasarkan metode Customer Response Index (CRI) di Salatiga. Jurnal Ekonomi dan Bisnis.15(1):89-102.
Wijaya BS. 2012. The development of hierarchy of effects model in advertising. International Research Journal of Business Studies.5(1).
Yayar R. 2012. Consumer characteristics influencing milk consumption preference. The Turkey case. Theoretical and Applied Economics. 19(7):25-42.
Ardian R. 2010. Analisis Kepuasan Konsumen terhadap Atribut Elemen Desain Kemasan Susu Pasteurisasi Fapet [skripsi]. Institut Pertanian Bogor.
Anugrah NL. 2013. Perilaku Penggunaan Produk Day Cream Rumput Laut: Analisis Model AIDA dan CRI [skripsi]. Institut Pertanian Bogor.
[BPS] Badan Pusat Statistik. 2016. Garis kemiskinan menurut provinsi dalam angka. [internet]. [diacu 2017 Juli 13]. Tersedia dari: https://www.bps.go.id/linkTableDinamis/view/id/1120.
Bousbia A, Boudalia S, Chelia S, Oudaifia K, Amari H, Benidir M, Belkheir B, Hamzaoui S. 2017. Analysis of factors affecting consumer behavior of dairy products in Algeria: A case study from the region of Guelma. Internastional Journal of Agriculture Research. 12(2):93-101. Doi:0.3923/ijar.2017.93.101.
Dwipangesti DA. 2014. Analisis Konsumsi Susu pada Mahasiswa Indonesia dan Malaysia [skripsi]. Institut Pertanian Bogor.
Engel JF, Blackwell RD, Miniard PW. 1995. Perilaku Konsumen Jilid 2. Ed ke-6. Budijianto, penerjemah. Jakarta (ID): Binarupa Aksara.
Familmaleki M, Aghighi A, Hamidi K. 2015. Analyzing the impact of promotion mix on consumer;s purchase decision. Advanced Social Humanities and Management.2(1):71-81.
Fazri A. 2009. Mengukur jumlah paparan TVC yang efektif biaya untuk meninmbulkan dampak attention, interest, desire, dan action pada konsumen di kota Jambi. Jurnal Manajemen Pemasaran Modern.1(1).
Fitrohhana S. 2015. Efektivitas metode attention, interest, desire, action (AIDA) dalam advertising terhadap keputusan pembelian pada produk PT. Djarum (Djarum Super) [internet]. Universitas Dinus Nuswantoro. [diacu 2017 Februari 15].
Gharibi S, Danesh SYS, Shahrodi K. 2012. Explain the effectiveness of advertising using the aida model. Interdisciplinary Journal of Contemporary Research in Business.4(2).
Ghirvu AI. 2013. The AIDA model for advergmaes. The Usv Annals of Economics and Public Administration.13(17):90-98.
Hadiyati E. 2016. Study of Marketing Mix and Aida Model to Purchasing on Line Product in Indonesia. British Journal of Marketing Studies.4(7):49-62.
Johar DS, Kumadji S, Mawardi MK. 2015. Pengaruh AIDA (attention, interest, desire, action) terhadap efektifitas iklan online (survei pada pembeli di toko online adorable project). Jurnal Administrasi Bisnis.26(1).
Kotler P, Armstrong G. 2008. Prinsip-Prinsip Pemasaran Jilid 1. Ed ke-12. Sabran B, penerjemah. Jakarta (ID): Erlangga.
Kurajdová K, Petrovičová JT, Kaščáková A. 2015. Factors influencing milk consumption and purchase behavior evidence from Slovakia. Procedia Economics and Finance. 34:573-580.
Li J, Yu H. 2013. An innovative marketing model based on aida: a case from e-bank campus-marketing by china construction bank. Scientific Research.5:47-51.
Meikawati W, Amalia R. 2010. Hubungan kebiasaan minum susu dan olahraga dengan kepadatan tulang remaja (studi di SMAN 3 Semarang). Prosiding Seminar Nasional Unimus.
Murdiani I. 2012. Perilaku Konsumsi Mahasiswa terhadap Produk pangan IPB: Analisis Model AIDA [skripsi]. Institut Pertanian Bogor.
Oktoriyana A, Sumarwan U, Hartoyo. 2014. Perumusan strategi pemasaran fry counter dengan pendekatan model AIDA. Jurnal Ilmu Keluarga dan Konsumen.7(2):103-112.
Poh SI, Hendrawan B. 2013. Perilaku konsumsi dan faktor-faktor yang mempengaruhi masyarakat surabaya dalam mengkonsumsi produk-produk pastry dan bakery [internet]. Manajemen Perhotelan. Universitas Kristen Petra. [diacu pada 2017 Februari 20].
Rawal P. 2013. AIDA marketing communication model: stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary Research in Social & Management Sciences.1:37-44.
Rehman FU, Nawaz T, Ilyas M, Hyder S. 2014. A comparative analysis of mobile and email marketing using AIDA model. Journal of Basic and Applied Scientific Research. 4(6):38-49.
Rogers EM. 2003. Diffusion of Innovations. 5thed. New York: Free Press.
Rofiq A, Arifin Z, Wilopo. 2013. Pengaruh penerapan AIDA (attention, interest, desire, action) terhadap keputusan pembelian (survei pada pembeli kartu perdana IM3 di lingkungan mahasiswa fakultas ilmu administrasi universitas brawijaya angakatan 2012) [internet]. Universitas Brawijaya. [diacu 2017 Februari 20].
Simamora B. 2002. Panduan Riset Perilaku Konsumen. Jakarta(ID): Gramedia Pustaka Utama.
Sis ARA dan Albari. 2015. Pengukuran efektifitas pengiklanan lingkungan melalui iklan televisi (pendekatan model AIDA).19(1):16-26. Universitas Islam Indonesia.
Sumarwan U. 2011. Perilaku Konsumen. Ed ke-2. Bogor (ID): Penerbit Ghalia Indonesia.
Suryono, Khomsan A, Setiawan B, Martianto D, Sukandar D. 2007. Pengaruh pemberian susu terhadap indeks massa tubuh dan kepadatan tulang punggung remaja pria. Jurnal Gizi dan Pangan.2(1):1-7.
Ugonna IA, Ndubisi EC, Otugo NE, Eze PC, Akabogu OC. 2014. Anatomical effects of billboard advertising on consumers’ purchase intent of beer. International Journal of Innovative Research in Management.7:14-24.
Utama SS, Andadari RK, Matrutty ESHR. 2009. Efektivitas iklan televisi partai gerindra berdasarkan metode Customer Response Index (CRI) di Salatiga. Jurnal Ekonomi dan Bisnis.15(1):89-102.
Wijaya BS. 2012. The development of hierarchy of effects model in advertising. International Research Journal of Business Studies.5(1).
Yayar R. 2012. Consumer characteristics influencing milk consumption preference. The Turkey case. Theoretical and Applied Economics. 19(7):25-42.
Authors
WidaryantiW. B., & RetnaningsihR. (2018). Analysis Of Milk Consumption Behavior and Processed Products on IPB Students with AIDA and CRI Methods. Journal of Consumer Sciences, 3(1), 50-64. https://doi.org/10.29244/jcs.3.1.50-64
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