Analisis Keputusan Konsumen dalam Penggunaan Cabai Merah Bubuk Kemasan Botol

Abstract

Red chili is one of the horticultural plants that is widely used for both household consumption and other purposes. Based on the projection of the population in the middle of the year (2020-2023), the consumption of red chili in Indonesia reached 490.83 thousand tons. One of the problems faced by chili commodities is that they have a limited shelf life. One of the solutions to overcome this problem is through post-harvest processing technology such as drying red chili into red chili powder, so that the shelf life of chili will increase. This study aims to find out consumer decisions in the use of bottled red chili powder as well as to analyse the factors related to consumer decisions in the use of bottled red chili powder. Through accidental and purposive sampling methods, this study took a sample of 70 respondents with the criteria of domicile in Medan City and were consumers who bought and used bottled red chili powder. The method used is a spearman rank correlation analysis. The results of the study showed that the average consumption volume of bottled red chili powder by respondents in one month was 53.6 grams or 3.8% of the total average overall consumption, which is the average consumption of fresh chili was 1345.4 grams or 96.2%. This figure shows the high difference in consumption volume among consumers. In addition, the purchase intensity of each consumer is also considered low when compared to fresh red chili, this is because bottled powdered red chili products are complementary products. The ease-of-use variable had a significant correlation with a very strong correlation coefficient value, while the aroma, shelf life, product availability, and price variables had a significant correlation with a strong correlation coefficient value.