Persepsi dan Perilaku Konsumen Bisnis terhadap Daging Sapi Beku, Studi Kasus: DKI Jakarta, Indonesia

Abstract

The perception and purchase behavior to frozen beef from 90 Business consumers in Jakarta,
Indonesia were evaluated. Respondents were interviewed face-to-face by a structured questionnaire.
The questionnaire was divided into three parts, first part about characteristic of respondents, second
part about purchasing behavior, and the last part about respondents’ perceptions toward frozen beef.
Moreover, the relationship between perceptions and consumer characteristics of frozen beef was
analyzed. Business consumers in the DKI Jakarta had a good perception of frozen beef. The aspect
of product quality had the lowest score and price aspect had the highest score. Business scale had a
significant relationship with consumer perceptions (P<0.05). This result showed that the larger of the
business scale cause the better perception of business consumers towards frozen beef. The amount of
beef consumption per month had a significant relationship (P<0.05) and in line with the level of business
consumers’ perceptions of frozen beef. This result showed a significant relationship between the level
of consumer perception and the amount of beef consumption per month. the high beef consumption
cause the better the consumer’s perception of frozen beef. The increasing consumption indicates that the
respondents had a good perception.