Analysis of Multimater Attributes Fishbein Consumer Products Terasi Awai Na and Indofood Terasi Products in the City of Langsa

Oct 13, 2025 by talynt.org 24 views

Analysis of Multimater Attributes Fishbein Consumer Products Terasi Awai Na and Indofood Terasi Products in the City of Langsa

Introduction

The city of Langsa, located in the province of Aceh, Indonesia, is known for its rich culinary culture, with a variety of traditional dishes that feature shrimp paste as a key ingredient. Two well-known brands of shrimp paste, Awai Na and Indofood, have been dominating the market in Langsa for years. However, with the increasing competition in the market, it is essential to understand the consumer preferences and attitudes towards these two brands. This study aims to analyze the multimater attributes of Fishbein consumer products, Terasi Awai Na, and Indofood Terasi products in the city of Langsa.

Background

The use of shrimp paste in traditional Indonesian cuisine is a common practice, and it is often used as a condiment to add flavor to various dishes. The two brands of shrimp paste, Awai Na and Indofood, have been widely available in the market, and they have gained a significant following among consumers in Langsa. However, with the increasing competition in the market, it is essential to understand the consumer preferences and attitudes towards these two brands.

Methodology

This study uses the Fishbein model, a multi-attribute model of consumer attitude, to analyze the consumer preferences and attitudes towards the two brands of shrimp paste. The Fishbein model emphasizes that consumer attitudes towards a product are strongly influenced by their perceptions of the attributes of the product. The attributes evaluated in this study include price, taste, aroma, color, texture, and size.

Results

The analysis showed that the total Fishbein score for the Awai Na shrimp paste (3.142) is higher than the Indofood shrimp paste (0.999). This indicates that consumers in the city of Langsa prefer the Awai Na shrimp paste compared to Indofood shrimp paste. The direct experience of consuming the Awai Na shrimp paste and Indofood shrimp paste is a major factor in the formation of consumer perceptions and assessment.

Deeper Analysis

This study provides an interesting picture of consumer preferences on shrimp paste products in the city of Langsa. The use of the Fishbein model makes it possible to understand in more detail the factors that influence consumer attitudes. The results of this study can be used as a reference for marketers of the Awai Na shrimp paste to maintain their dominant position in the city of Langsa. Meanwhile, for Indofood shrimp marketers, this research is an important signal to improve their marketing strategy.

Implications for Marketers

The results of this study can be a reference for marketers of the Awai Na shrimp paste to maintain their dominant position in the city of Langsa. Meanwhile, for Indofood shrimp marketers, this research is an important signal to improve their marketing strategy. Determine which shrimp paste attributes need to be improved, and how to communicate the superiority of Indofood shrimp paste to consumers in the city of Langsa, become homework that must be completed.

The Importance of Further Research

This study can be expanded by involving consumers from other regions to get a more comprehensive picture of consumer preferences on shrimp paste in Indonesia. Studying other factors that influence consumer choice, such as cultural and social factors, can also provide deeper insights.

Conclusion

In conclusion, this study provides an interesting picture of consumer preferences on shrimp paste products in the city of Langsa. The use of the Fishbein model makes it possible to understand in more detail the factors that influence consumer attitudes. The results of this study can be used as a reference for marketers of the Awai Na shrimp paste to maintain their dominant position in the city of Langsa. Meanwhile, for Indofood shrimp marketers, this research is an important signal to improve their marketing strategy.

Recommendations

Based on the results of this study, the following recommendations can be made:

Marketers of the Awai Na shrimp paste should maintain their dominant position in the city of Langsa by continuing to improve their product quality and marketing strategy.
Marketers of the Indofood shrimp paste should improve their marketing strategy by identifying the attributes that need to be improved and communicating the superiority of their product to consumers in the city of Langsa.
Further research should be conducted to involve consumers from other regions and to study other factors that influence consumer choice, such as cultural and social factors.

Limitations of the Study

This study has several limitations, including:

The study only involved consumers from the city of Langsa, and the results may not be generalizable to other regions.
The study only evaluated the attributes of price, taste, aroma, color, texture, and size, and other attributes may also influence consumer choice.
The study only used the Fishbein model, and other models may also be used to analyze consumer attitudes.

Future Research Directions

Future research should be conducted to:

Involve consumers from other regions to get a more comprehensive picture of consumer preferences on shrimp paste in Indonesia.
Study other factors that influence consumer choice, such as cultural and social factors.
Use other models to analyze consumer attitudes and to compare the results with the Fishbein model.

References

Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations, 16(3), 233-239.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Safrizal (177039007). (2022). Analysis of Multi-Tribute Fishbein Consumer Products Awai Na Terasi Products and Indofood Terasi Products in Langsa City. Unpublished Master's Thesis, Universitas Syiah Kuala.

Appendix

The appendix includes the questionnaire used in this study, the data analysis procedure, and the results of the data analysis.
Q&A: Analysis of Multimater Attributes Fishbein Consumer Products Terasi Awai Na and Indofood Terasi Products in the City of Langsa

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the multimater attributes of Fishbein consumer products, Terasi Awai Na, and Indofood Terasi products in the city of Langsa.

Q: What is the Fishbein model, and how is it used in this study?

A: The Fishbein model is a multi-attribute model of consumer attitude that emphasizes that consumer attitudes towards a product are strongly influenced by their perceptions of the attributes of the product. In this study, the Fishbein model is used to analyze the consumer preferences and attitudes towards the two brands of shrimp paste.

Q: What attributes are evaluated in this study?

A: The attributes evaluated in this study include price, taste, aroma, color, texture, and size.

Q: What are the results of this study?

A: The analysis showed that the total Fishbein score for the Awai Na shrimp paste (3.142) is higher than the Indofood shrimp paste (0.999). This indicates that consumers in the city of Langsa prefer the Awai Na shrimp paste compared to Indofood shrimp paste.

Q: What are the implications of this study for marketers?

A: The results of this study can be used as a reference for marketers of the Awai Na shrimp paste to maintain their dominant position in the city of Langsa. Meanwhile, for Indofood shrimp marketers, this research is an important signal to improve their marketing strategy.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study only involved consumers from the city of Langsa, and the results may not be generalizable to other regions.
The study only evaluated the attributes of price, taste, aroma, color, texture, and size, and other attributes may also influence consumer choice.
The study only used the Fishbein model, and other models may also be used to analyze consumer attitudes.

Q: What are the future research directions?

A: Future research should be conducted to:

Involve consumers from other regions to get a more comprehensive picture of consumer preferences on shrimp paste in Indonesia.
Study other factors that influence consumer choice, such as cultural and social factors.
Use other models to analyze consumer attitudes and to compare the results with the Fishbein model.

Q: What are the recommendations for marketers based on the results of this study?

A: Based on the results of this study, the following recommendations can be made:

Marketers of the Awai Na shrimp paste should maintain their dominant position in the city of Langsa by continuing to improve their product quality and marketing strategy.
Marketers of the Indofood shrimp paste should improve their marketing strategy by identifying the attributes that need to be improved and communicating the superiority of their product to consumers in the city of Langsa.

Q: What are the implications of this study for the food industry?

A: The results of this study have implications for the food industry, particularly for the manufacturers of shrimp paste. The study highlights the importance of understanding consumer preferences and attitudes towards food products and the need for manufacturers to improve their product quality and marketing strategy to meet consumer needs.

Q: What are the contributions of this study to the field of marketing?

A: This study contributes to the field of marketing by providing insights into the factors that influence consumer attitudes towards food products and the importance of understanding consumer preferences and attitudes in the development of marketing strategies.

Q: What are the future research directions in the field of marketing?

A: Future research in the field of marketing should focus on understanding consumer preferences and attitudes towards food products and the development of marketing strategies that meet consumer needs.