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Rasa Jadi Pertimbangan Utama Konsumen dalam Memilih Merek Saus Sambal | Databoks Home Rasa Jadi Pertimbangan Utama Konsumen dalam Memilih Merek Saus Sambal Rasa Jadi Pertimbangan Utama Konsumen dalam Memilih Merek Saus Sambal Proporsi Faktor yang Dipertimbangkan Responden dalam Memilih Merek Saus Sambal (Juli 2023) Sumber : Katadata Insight Center (KIC), 17 Juli 2023
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Penulis: Nabilah Muhamad
Editor: Erlina F. Santika
28/7/2023, 11.01 WIB
Ada banyak faktor yang dipertimbangkan konsumen dalam memilih saus sambal . Terlebih, saat ini ada banyak merek saus sambal yang dijual di pasaran.
Berdasarkan hasil survei Kurious-Katadata Insight Center (KIC ), mayoritas atau 70,5% dari total responden setuju bahwa rasa yang lebih enak dari merek lain jadi pertimbangan utama konsumen dalam memilih merek saus sambal.
Ada pula yang memilih sebuah merek saus sambal karena mudah ditemukan di pasaran (57,3%), dan karena reputasi merek sudah dikenal luas (50,9%).
Sementara, faktor lain seperti terbiasa mengkonsumsi merek yang sama, kandungan saus sambal, hingga karena banyak digunakan orang lain memiliki persentase lebih rendah seperi yang terlihat pada grafik.
Justru, faktor memilih merek saus sambal karena harga lebih murah memiliki persentase paling kecil, yaitu hanya 30%.
Survei ini juga menemukan, mayoritas konsumen Indonesia paling sering mengonsumsi saus sambal dengan merek ABC, yaitu sebanyak 80,9%. Diikuti oleh Indofood dan Del Monte dengan persentase masing-masing sebesar 61,2% dan 27,6%.
Adapun survei yang dilakukan Kurious-KIC ini melibatkan 691 responden yang tersebar di seluruh Indonesia, dengan proporsi 53% responden laki-laki dan 47 responden perempuan.
Lebih dari separuh responden berasal dari Pulau Jawa selain Jakarta (63,7), disusul responden dari Jakarta (15,1%) dan Pulau Sumatra (12,9%). Sementara proposisi responden yang berasal dari Kalimantan, Sulawesi, Bali-Nusa, dan Maluku-Papua berada di rentang 0,6%-3%.
Sebagian responden berusia antara berusia antara 35-44 tahun (33,3%), diikuti kelompok usia 25-34 tahun (30,1%), dan kelompok usia 45-54 tahun (23,3%).
Data dikoleksi pada 7-14 Juli 2023 menggunakan metode computer-assisted web interviewing (CAWI), dengan toleransi kesalahan (margin of error ) sekira 3,72% dan tingkat kepercayaan 95%.
(Baca juga: Ini Merek Saus Sambal Favorit Masyarakat Indonesia menurut Survei Kurious )