Analisis Sikap Konsumen terhadap Atribut Sabun Mandi Biasa di Kota Yogyakarta

The study has as its rationale the fact that there are numerous brands of bath soap in the market. The changes of consumer behavior, which influenced by the economy crisis occurred in Indonesia, has suppressed the producers to readjust their marketing programs. It is crucial for the firms to recognize the consumer attitudes on their products in making their marketing programs. The study was aimed at understanding: (1) the consumer attitudes on the bath soaps (i.e., Lux and Giv brands) attributes, (2) the influence of the consumers social environment toward the subjective norm in making the purchasing decision on the Lux and Giv, (3) the differential of consumers attitudes on the Lux and Giv. Interview and questionnaire were used to collect data, by using the semantic differential scale method. Fishbein model and Wilcoxons signed rank test were applied to test the studys results. Results of the study showed that: (1) there was a positive attitude of consumer on both the Lux and Giv. Aroma, whereas prestige had the lowest positive score for the Giv; (2) the consumers social environment influenced the subjective norms of consumer in making the purchasing decision of the Lux and Giv. Family members was the dominant variable of both the Lux and Giv; (3) there were the differences in the consumer attitude between the Lux and Giv brands. By the differential test for each attribute, then, it was showed that there were the significant differences in the consumer attitude on the products attributes, except for the packaging. Based on the study results and empirical evidences supported by the statistical testing, it is showed that the two bath soap brands have dominate the consumers mind. Nevertheless, in making their purchasing decision, the consumers have the difference attitudes in assesing those two brands depends on their desires. Keywords : consumer behavior, bath soap attribute