SIKAP DAN MINAT KONSUMEN PASAR SWALAYAN TERHADAP PRODUK TEH DI SURAKARTA

Tea product is grouped to become three types of product that is teabag, poured tea and ready to drink tea. Indonesian people had long time habit to drink tea. Purpose of tea consumption, for example for health, reduces body weight or simply adding freshness. Tea usually consumed as dish associate and or event of customs. This research aims to know attribute fulfilling ideal attitude according to consumer and to know attitude and interest of self-service market consumer to tea product. Tea product researched are tea product in the form of teabag, poured tea and ready to drink tea. Basic method of this research applies analytical descriptive method. Execution technique of research applies survey method. Location of research is selected intentionally (purposive) that is Surakarta City by taking 5 self-service markets. Determination of sample is done with judgement sampling method, with number of responders 100 consisted of 33 responders for teabag product, 33 responders for poured tea, and 34 responders for ready to drink tea. Data applied are primary and secondary data. Primary data then analyzed using The Ideal-Point Model). Result of research indicates that majority of consumer teabag, poured tea and ready to drink tea are woman, group of age 41-50 years, majority of level of education is S1 for responder of all tea product types, work type as civil public servant for teabag product responder majority and as private sector officer for ready to drink tea and poured tea product responder majority, level of earnings Rp 1.800.001,00 – Rp 2.600.000,00 for teabag and ready to drink responder majority and level of earnings Rp 200.000,00 – Rp 1.000.000,00 for poured tea responder majority, majority number of family member at each teabag, poured tea and ready to drink responder are 4 people. Based on analysis of level of importance of teabag, poured tea and ready to drink tea it is known that attribute considered by consumer in doing purchasing of teabag, poured tea and ready to drink tea sequentially is attribute of taste, product security and safety, health benefit, practical, packaging, volume and price. Based on analysis of each attribute according to ideal attitude of consumer known that tea product consumer at self-service market in Surakarta City gives highest trust value to attributes of practical and volume at teabag, while attribute of safety and volume at poured tea and ready to drink tea gives highest trust value to attribute of volume. Result of research also shown attitude and interest of consumer to teabag and ready to drink tea is good, while attitude and interest of to poured tea is very good