Sikap dan Niat Berperilaku Konsumen terhadap Indomie dan Pesaingnya
Abstract
Consumers’ attitude has been always of great interest to marketers because its helps the marketer to understand how consumers think, feel and select from alternatives products or brands. Measuring customer’s attitude has become an important phenomenon. This research aims to examine the differences in consumers’ attitudes towards instant noodles, especially for Indomie brand and its competitor in Bandung, and examining the relationship between consumers’ attitudes towards instant noodle and consumers’ behavioral intention. Attitudes towards instant noodles were evaluated using the Fishbein’s multi-attribute attitude model. The empirical analysis is based on data obtained from consumer survey from a total of 268 respondents that were selected by systematic random sampling method. The data were analyzed using chi-square test, Cramer’s V, Phi, Wilcoxon Signed Ranks Test and Spearman correlation. It has been found from the study that customers’ instant noodle gives much emphasis on taste and
availability, and have more positive attitude on Indomie brand. The result also shows there is inverse relationship between consumers’ attitude toward instant noodles with consumer intent to move on other brands.
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