KARAKTERISTIK PEMBERI INFORMASI YANG DIPERCAYA DALAM PENINGKATAN KONSUMSI SUSU SAPI SEGAR DI SUMATERA BARAT

Nova, Sillia (2022) KARAKTERISTIK PEMBERI INFORMASI YANG DIPERCAYA DALAM PENINGKATAN KONSUMSI SUSU SAPI SEGAR DI SUMATERA BARAT. Doctoral thesis, Universitas Andalas.

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Abstract

SUMMARY NOVA SILLIA. Characteristics of Trusted Informer by Fresh Cow Milk Consumers in West Sumatera. Guide by JAMES HELLYYWARD DAN MELINDA NOER. Increased consumption of fresh cow's milk contributes to realizing agricultural development. Agricultural development can be realized through food security, improving the welfare of farmers and the availability of jobs. Increasing the consumption of fresh cow's milk can improve the quality of nutrition and public health so as to realize food security. In addition, the increase in milk consumption will encourage the expansion of the dairy agribusiness business. This business expansion will create jobs while increasing the income and welfare of farmers. Increased consumption can be done by understanding the factors affecting it. A key factor in increasing consumption is consumer knowledge. Products at an affordable price will not be consumed by consumers if consumers do not obtain information (have knowledge) about the product. Consumer knowledge has an impact on consumption if the knowledge is sourced from trusted information providers. It is therefore important to explain how and what are the characteristics of the informer trusted by the consumer. In addition, the diversity of consumer characteristics affects the characteristics of consumer confidence. This research adds new knowledge that the consumption of fresh cow's milk can be increased through efforts to increase consumer knowledge by determining the targeted consumers (consumer segmentation) and involving trusted informers by the targeted consumers. This study aims to analyze consumer segmentation, analyze the characteristics of trusted informer by each segment and analyze the relationship between the characteristics of trusted informers and consumption behavior. The research was conducted at milk sales outlets in the cities of Padang, Padang Panjang and Bukittinggi. This study involved 240 milk consumers who acted as deciders and had consumed milk for at least 6 months. The analysis used is descriptive analysis, cluster analysis, and Chi-Square analysis. There are two segments of fresh cow's milk consumers in West Sumatra, namely the active and passive segments. The active segment is grouped into two, namely the real active and hidden active segments. The real active segment is consumers who actively do new things and like to attract the attention of others, the hidden active segment is consumers who actively do new things but do not like to attract the attention of others. The passive segment is consumers who are not actively doing new things and do not like to attract the attention of others. The informer that the real active segment trusts is the informer who is a good friend and family. Informers who are trusted by the hidden active segment are informer who are good friends and family and have the ability and experts in the field of health and education. The trusted informer by the passive segment are information providers who are experts or experts in the fields of health and education. When linked to consumption behavior, the consumption of the passive segment is higher than that of the active segment. This is because the trusted informer who has been involved in efforts to increase consumer knowledge is an trusted informer who has characteristics that are in accordance with the characteristics of the trusted informer by the passive segment. Trusted informer by the active segment have not been involved. Therefore, it is advisable to make efforts to increase consumer knowledge by determining the targeted consumer segment and involving the trusted informer by the targeted consumers.

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