Abstrak

Baca Juga : IDENTIFIKASI KARAKTERISTIK KONSUMEN COKELAT KALANGAN REMAJA DI KOTA BANDA ACEH (Putra Kurniawan, 2015) ,

Baca Juga : PENGARUH RELIGIUSITAS TERHADAP ADOPSI PRODUK BARU PADA KONSUMEN MUSLIM DI KOTA BANDA ACEH (EVITA SARAH, 2015) ,

rmasuk stimuli pemasaran, di mana stimuli pemasaran ini dapat mempengaruhi persepsi konsumen. cokelat bukan merupakan makanan pokok yang wajib dikonsumsi setiap harinya, melainkan sekedar kebutuhan pelengkap saja. oleh karena itu, orang yang sering mengkonsumsi cokelat biasanya berasal dari kalangan sosial menengah ke atas. tujuan penelitian ini adalah untuk mengetahui atribut apa saja yang mempengaruhi persepsi konsumen serta bagaimana persepsi konsumen terhadap konsumsi produk cokelat di kota banda aceh berdasarkan kelas sosial. metode analisis data yang digunakan yaitu uji chi square dan deskriptif kualitatif. berdasarkan hasil analisis uji chi square, atribut yang mempengaruhi persepsi konsumen adalah rasa, harga, kualitas dan iklan. sedangkan berdasarkan hasil analisis deskriptif, ternyata konsumen di kota banda aceh memiliki persepsi bahwa produk cokelat lebih banyak dikonsumsi oleh konsumen golongan kelas atas dibandingkan dengan konsumen golongan kelas bawah. kata kunci : persepsi, cokelat, atribut, perilaku konsumen, kelas sosial consumer perception analysis of chocolate products in banda aceh by nurdiana sukma / agribusiness department of unsyiah abstract chocolate is a food product that is produced from cacao beans (theobroma cacao l.) that are processed from relatively long several stages. various chocolate products are very easy to find in the city of banda aceh and it’s brand on the market are very diverse, ranging from international branded products to local brand products. the many kinds of chocolate products available in the market, then consumers will be more free in choosing the product that will be consumed. therefore, there was competition between producers in sustaining the market share that has been mastered. aware of high level of competition among the chocolate products, the manufacturer seeks to introduce its products to the public by showing the various advantages of products attributes that they have. essentially, marketing stimuli is one of products attributes, which it could affect consumer perception. chocolate is not a staple foods that must be consumed every day, but merely a complementary needs. therefore, people who often consume chocolate usually comes from the upper middle class. the purpose of this study is to determine the attributes that influence consumer perception and how consumer perceptions of the chocolate products consumption in banda aceh by social class. the method of data analysis in this study is using the chi square test and descriptive qualitative. based on the result of chi square analysis, the attributes that affect consumer perception is taste, price, quality and advertising. while based on the results of the descriptive qualitative analysis, it turn out that consumers in banda aceh have the perception those cocoa products more consumed by the upper classes consumers compared to low income consumers. keywords : perception, chocolate, attribute, consumer behavior, social

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