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Departemen Ilmu dan Teknologi Pangan - Fakultas Teknologi Pertanian - Institut Pertanian Bogor
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Dewan pembina :
Feri Kusnandar, Dr
(Ketua Departemen Ilmu dan
Teknologi Pangan)
Adhi Siswaja Lukman, Ir
(Ketua GAPMMI)

Dewan Redaksi :
Ketua :
Nuri Andarwulan, Prof. Dr
Anggota :
Hanifah Nuryani Lioe, Dr
Lilis Nuraida, Prof. Dr
Maggy T. Suhartono, Prof. Dr
Purwiyatno Hariyadi, Prof. Dr
Yunawati Gandasasmita, Ir. MAppSc

Redaksi Pelaksana :
Dede R. Adawiyah, Dr
Didah Nur Faridah, Dr
Nurheni Sri Palupi, Dr
Nur Wulandari, Dr
Puspo Edi Giriwono, Dr
Siti Nurjanah, Dr
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Persepsi Konsumen Dalam Menentukan Keputusan Pembelian Produk Minuman dengan Klaim Kurang Gula(Consumer Perception in Determining the Purchasing Decision of Beverage Product with Less Sugar Claim)

Volume 3(1) : , April 2014
Penulis : Fransisca1, Nurheni Sri Palupi2, Didah Nur Faridah2
Institusi :

1Program Studi Magister Profesional Teknologi Pangan, Sekolah Pascasarjana, Institut Pertanian Bogor 2Departemen Ilmu dan Teknologi Pangan, Fakultas Teknologi Pertanian, Institut Pertanian Bogor 


Kategori : Hasil Penelitian
Kelompok : Teknologi proses
Bahasa : Indonesia

Abstract

Limiting consumption of drinks containing high sugar can prevent diabetes especially type 2. Diabetes is one of non-communicable diseases that the number of sufferers is increasing every year. This opportunity is utilized by food industry to produce less sugar beverages. This study was aimed to analyze influence of demographic and respondent’s sugar consumption level on consumer’s perceptions, its influ- ence on purchasing decisions and to analyze less sugar beverage product market opportunities compared with similar beverages without that claim among consumers and next generation. A survey was conducted on 150 respondents living in Jabodetabek, 20-54 years old, not a diabetic, and reading the food labels. There were 77.3% of total respondents had correct perception of less sugar correlated with sex, education, respondent's reducing sugar consumption effort and purchasing decision. People who were trying to reduce sugar had 3 times more likely to have correct perception than people who did not. People had more correct perception of less sugar (according to regulation), they increasingly choce less sugar products. The result of this survey showed that encouraging children to consume less sugar drinks was more prioritized manner to limit children’s sugar level consumption rather than replaced with sweetener. 



Aplikasi praktis

Hasil penelitian ini dapat menjadi gambaran penerimaan produk minuman dengan klaim Kurang gula di kalangan konsumen dan juga dapat dipergunakan oleh bagian pemasaran untuk meningkatkan peluang pasar mereka serta eksistensi produk minuman berklaim Kurang gula baik di kalangan konsumen maupun generasi berikutnya melalui pemahaman yang lebih baik terhadap persepsi konsumen terkait dengan produk tersebut. 


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