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ABSTRAK Tujuan penelitian ini adalah mengidentifikasi proses keputusan pembelian dan menganalisis atribut yang dipertimbangkan oleh konsumen dalam pembelian mi instan. Penelitian dilaksanakan di Kabupaten Bangkalan. Sampel diambil dengan metode Cluster Sampling. Data dianalisis dengan metode diskriptif kualitatif dan konjoin. Hasil penelitian menunjukkan bahwa proses keputusan pembelian mi terdiri dari beberapa tahapan yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, proses pembelian, dan perilaku pasca pembelian. Sedangkan kombinasi atribut yang diinginkan oleh konsumen dalam pembelian mi instan secara berurutan adalah kemasan plastik, harga Rp. 1.750, bentuk bulat, bentuk kemasan kotak, rasa gurih, berukuran 100 gr, dan berwarna kuning. ABSTRACT The Goals of this research are to identify the process of purchasing decision and analyze the attribute which is considered by consumer in purchasing instant noodle. The Samples are taken with cluster sampling method. The data are analyzed with the qualitative descriptive and conjoint methods. The result shows that the process of noodle purchasing decision consists several stage. They are the need introduction, the information seach, the purchasing process, and the behavior after purchasing. While the attribute combination which is wanted by consumer in instant noodle purchasing are the plastic packaging, the price approximately Rp. 1,750, the rounded shape, the square packaging shape, the savory flavor, the size approximately 100 gram, and the yellow color.
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