SELERA KONSUMEN TERHADAP ATRIBUT PRODUK DALAM KEPUTUSAN PEMBELIAN MINUMAN SUSU MIUCUU SURABAYA

Miucuu milk shop is one of the new brands of beverage business in Surabaya. The large variety of beverage providers in the city of Surabaya makes Miucuu dairy shops need to have a marketing strategy to be able to meet the needs and desires of different consumers.This study aims to identify the characteristics of consumers of Miucuu Surabaya milk beverage products, identify the decision process of purchasing Miucuu Surabaya milk drinks and analyze consumer tastes towards the attributes of Miucuu Surabaya milk beverage products. The study was conducted at three locations of Miucuu milk shop in Surabaya with 60 respondents. The sampling method is determined by accidental sampling technique. The analysis used in this research is Descriptive Analysis and Fishbein Analysis with the help of Microsoft Excel 2013 software. Consumers characteristics of Miucuu Surabaya milk beverage products are mostly women, aged 21-30 years, with a high school education level that is a student with an income or pocket money of ≤ Rp. 1.000.000 / monthly. The decision process for purchasing Miucuu Surabaya milk drinks through five stages, namely, the introduction of needs, information search, alternative evaluations, purchasing decisions, and post-purchase. Based on Fishbein Analysis, the attributes that consumers are interested in purchasing Miucuu milk drinks are the attributes of taste, price, variety of products, while the attributes that consumers believe in Miucuu milk drinks are the attributes of taste, variety of products and prices. Based on the Fishbein score obtained by 107.63 it can be said that consumers tastes towards the Miucuu milk beverage product in Surabaya are included in the liking category. Keywords: Product Attributes, Purchasing Decisions, Consumer Taste