PERILAKU KONSUMEN TERHADAP KEMASAN KUE SEMPRONG SOBO DI KECAMATAN SAMBAS

Packaging is a method or treatment for safeguarding food or foodstuffs (food or foodstuffs that have not been processed or processed) can reach consumers in good conditions both in quantity and quality. Along with the development of science, the materials and forms of packaging are increasingly varied and attracting consumers.  However,  the  packaging  on  Sobo  kue  Semprong  is  still  simple. The purpose of this study is to determine how consumer behavior toward Sobo kue Semprong packaging in Sambas Subdistrict. The number of respondents were 100 respondents of potential buyers who bought Sobo kue Semprong in Sambas subdistrict, namely in Samjaya , Cressa, and Barcelona stores. Data analysis used was a Likert Scale with three (3) alternative answer choices. The results of data analysis showed that: 1) Statement about Sobo kue Semprong products, obtained the highest number of scores and percentage scores with a total score of 250 and a percentage score of 83.33%. This percentage states that the respondent already knows Sobo kue Semprong; 2) Statement relating to Portability, obtained the highest number of scores and percentage scores with a total score of 294 and a score percentage of 98.00%. This percentage shows that Sobo kue Semprong is light to carry; 3) Statements that relate to Memorable, obtained the highest number of scores and percentage scores with a score of 238 and a score percentage of 79.33%. This percentage indicates that Sobo kue Semprong packaging design is easy to remember; 4) Statements relating to Easy to Read, obtained the highest number of scores and percentage scores with a total score of 254 and a score of 84.67%. This percentage shows that the letters in the words on the Sobo kue Semprong packaging can be read clearly. However, information on this package is still incomplete, so it needs to be added to increase attractiveness to consumers; 5) Statements relating to Visual Protection, obtained the highest number of scores and percentage scores with a total score of 248 and a percentage score of 82.67%. This percentage shows that Sobo kue Semprong packaging keeps its contents to remain savory and crispy; and 6) Statements relating to Purchase Decision Variables, obtained the highest number of scores and percentage scores with a score of 238 and a score percentage of 79.33%. This percentage shows that the current price of Sobo kue Semprong is in accordance with both quality of the kue Semprong and the packaging. Packaging is a promotional media and attracts consumers. Therefore, a unique, attractive, hygienic, easy to carry, easy to open and close packaging is needed.Keywords : Packaging, Sobo Kue Semprong, Consumer Behavior