Analysis of Competition Reviewed From Consumer Attitudes to Yellow Tofu Attributes in Kediri City

Abstract

In assessing the competitiveness of a product, consumer perceptions play an important role in knowing several potential and superiority of the product. The purpose of this study was to determine the attitudes of consumers towards several attributes in the typical yellow Tofu Kediri City. Respondents in this study were yellow tofu buyers at the culinary center of Kediri, namely on Pattimura Street and Yos Sudarso Street. The approach used in data analysis uses the Fishbein multi-attribute model. From the results of the study found that five attributes are considered very important for consumers in purchasing yellow Tofu, namely: taste, nutrition, product safety, texture, and packaging. While in terms of competitiveness, Tahu Kuning Kota Kediri is in the attribute of feeling, which has the highest score, while the price attribute is an attribute that has the lowest score in the competitiveness of the product