Eduardsah ., Mohammad Wartaka


This research aims to figure out the attitude and behavior of the
consumers upon instant noodles, and to find out a relative value of affecting
attributes. Data resources of this research have been obtained from 200
respondents in south of Jakarta. The research has applied statistics analysis
covering the analysis of multi attribute model of Fishbein, subjective norms and
theory of reasoned action. The result of fishbein attitude analysis is as follows; from
the four attributes being evaluated, the most important one is taste variety of 2.57
scores, then easy to cook of 2.54 scores, ‘halal’ (free from pig substance) of 2.48
scores and easy to get the product of 2.46 scores. The smallest value is given to the
packaging attribute of 1.58 scores. It has explained that the respondents have
considered that the packaging attribute is not as important as the other attributes.
Nevertheless its scoring is still within an important category. Refers to the four rands
eing evaluated and refers to the ehavior model anal sis, ndomie has had
positive ( > 0 ) category, it means that the consumers’ ehavior for this product is
good or positive, so Indomie has gained the biggest value of 76.65 comparing with
other brands. Obviously the consumers prefer to buy Indomie more than the other
brands. The marketing strategy has applied the following efforts; as a product leader,
it has to maintain the most important attribute given by the respondent; as a
competitive product, it has to find out the weaknesses of the leader trustworthy value.
However as the follower, it has to improve the respondents’ trust for the attri utes
being evaluated by imitating or equalizing the product leader.

Keywords: fishbein, Indomie, Mie Sedap, Alhami, Gagamie, subjective norms analysis

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