Consumer Behavior Of Pasteurization Milk Of Pesat Cooperative In Banyumas District

  • Hanif Yoga Pratama Faculty of Animal Science, Jenderal Soedirman University, Purwokerto, Indonesia
  • Mochamad Sugiarto Faculty of Animal Science, Jenderal Soedirman University, Purwokerto, Indonesia
  • Yusmi Nur Wakhidati Faculty of Animal Science, Jenderal Soedirman University, Purwokerto, Indonesia
Keywords: purchasing orientation, price, location


Backgrounds. Research entitled “CONSUMER BEHAVIOR OF PASTEURIZATION MILK OF PESAT COOPERATIVE BANYUMAS DISTRICT " aims: (1) Describe the socio-demographic profile of  asteurized milk consumers produced by PESAT Cooperative and (2) Analyzing consumer behavior related to  consumption orientation (consumption goals, consumption frequency, access to product information, and consumption decision making). Materials and Methods. The study was conducted using a survey method with 30 respondents selected using the quote sampling method with incidental sampling respondents' retrieval techniques on milk consumers in the PESAT Cooperative sales showroom. The data obtained were analyzed using descriptive statistics. Results. The results of this study indicate that PESAT Cooperative pasterurized milk respondents were dominated by young people with an average of 23.63 years, most of them were male with the back of students and private employees. Most of the respondents purchased PESAT  ooperative milk for resale. Most direct consumers make purchases three times per month. Prices and locations are the highest priority that consumers  consider in purchasing activities. Most consumers are interested in buying PESAT Cooperative milk products due to the color / taste and understanding of nutritional content. Conclusion. Consumers have a good assessment of the quality of PESAT Cooperative milk production.


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