PENGARUH KELOMPOK ACUAN TERHADAP KESADARAN DAN KONSUMSI BERAS MERAH (ORIZA NIVARA)

  • Lilik Noor Yuliati Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
  • Retnaningsih Retnaningsih Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
  • Dini Aprilia Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor
Keywords: awareness, brown rice, consumption, reference group

Abstract

 

Several years lately, brown rice (Oryza nivara) consumption has been popular as the part of healthy life style. This research aimed to analyze the reference group’s influence towards awareness and consumption of brown rice in Bogor. This research involved 130 consumer who’s choosed by snowball method. This research revealed that reference group was influenced by the motive of consumption. It also significantly related to consumer’s age. The awareness had a relationship with education level and media, but only education level that gave significant influence towards awareness. Reference group’s strength also gave an influence, that is the increasing in reference group’s strength will lessen the awareness. This can be happen because there was information overload perceived by consumer. The brown rice consumption significantly related to the education level, family income (socio-economic status), and awareness. However, only the awareness that was significantly influenced the consumption of brown rice.

 

Published
2012-07-01
How to Cite
Yuliati, L. N., Retnaningsih, R., & Aprilia, D. (2012). PENGARUH KELOMPOK ACUAN TERHADAP KESADARAN DAN KONSUMSI BERAS MERAH (ORIZA NIVARA). Jurnal Ilmu Keluarga & Konsumen, 5(2), 166-174. https://doi.org/10.24156/jikk.2012.5.2.166