ANALISIS PERILAKU KONSUMEN TERHADAP MAKANAN OLAHAN PEMPEK DI KOTA MALANG PROVINSI JAWA TIMUR

The purpose of this study was to obtain provide empirical evidence and analysis the factor that influences consumer decisions to buy processed fish products, especially pempek in The City of Malang. This study was used Structural Equation Model (SEM) as the methode, primary data is obtained based on a questionnaire distributed to consumers of Pempek in Malang city who have been able to make a decision to choose their own food and beverage products. The sample used was 100 respondents with a accidental sampling method. The analysis carried out in this research was validity test, path analysis and model accuracy test. The results of this study indicate that prices, product quality, access and food security influence consumer buying interest, while purchasing decisions were significantly affected by consumer buying. The quality of product mainly flavor attribute, having more domination to influences the buying interest of pempek in Malang City