CONSUMERS' ATTITUDE TO WARD OF PACKAGED RICE PRODUCT REGISTERED AND CERTIFIED IN THE MODERN MARKET OF BANJARMASIN CITY

Abstract

This study aims to analyze consumer attitudes towards the attributes of packaged rice products that are registered and certified in the modern market of Banjarmasin City, and consumer perceptions of packaged rice products that are registered and certified in the modern market of Banjarmasin City. This research was also conducted as an evaluation material for packaged rice producers who are registered and certified in the modern market of Banjarmasin City. The results of the analysis showed that packaged rice products that were registered and certified in the modern market of Banjarmasin City received an attitude score of 91.15 which means neutral and still require product improvement, the value on each product attribute is quite good and acceptable but requires an increase in attributes that still do not meet consumer desires such as taste, color, aroma, packaging, and completeness of product information. The texture attribute is the attribute with the lowest evaluation value (2.81) and the price attribute with the evaluation value (2.87) and the highest color attribute (3.49). According to respondents, packaged rice products that are registered and certified in the modern market in Banjarmasin City are good enough, but packaged rice producers need to improve the quality of packaged rice texture and price evaluation, so that the fluffy rice texture after cooking becomes soft rice and not too soft and quickly yellowed and the price listed in packaged rice products can be affordable according to the market price per kilo Rp. 12.000,-.

Keywords

• consumer attitude
• packaged rice
• registered product
• certified product