| dc.description.abstract | ABSTRACT
The drink nata de aloe package was one ofthe drinks ofthe whim ofthe crocodile tongue that
was marketed in the Pontianak City. In order to helps the development ofthis drink n.rarket to need the
research to krow the appearance ofthe consumer and the product, the consumer's motivation as well as
the dominant motivation that were considered in buying the drink nata de aloe the package. The number
ofconsumers who was used by as many as 50 people who were taken with accidental quota sampling.
The analysis of the data that was used was descriptive and the analysis of the factor. Results of the
research showed that the consumer ofthe drink nata de aloe the package of most men, was below 40
years old, and has married, as well as had the family's member more than four people. The level ofthe
consumer's education was the Senior High School and university, worked as PNS/TNI with the income
more than two million rupiah. The drink nata de aloe the package have the trade mark with the quite
complete label, but his producer was still limited, was packed with transparent plastic (cup and normal
plastic) measured 100 gr and 200 gr for the package cup and 1250 gr for the package of plastic that
consisted offive packages, as well as the package ofthe cardboard box that contained 24 cup and four
packages ofnormal plastic. The quite varying price depended the measurement ofthe package and the
shop that sold. The attribute that motivated the consumer to carry out the purchase was the benefit, the
security, and the practicability. The dominant motivation that was considered by the consumer of the
drink nata de aloe the package was the package, the cleanliness, and the security that was named as the
factor tampilan the product.
Key words: dominant motivalion, nata de aloe package.
PENDAHULUAN
Tanaman lidah buaya (Aloe vera)
merupakan salah satu komoditas unggulan atau
komoditas andalan di Pontianak Kalimantan
Barat. Tanaman ini (1) memiliki prospek pasar
yang cukup bagus antara lain untuk industri
minuman, kosmetik, sebagai obat untuk
berbagai penyakit kulit, penyakit dalam, dan
untuk meningkatkan kemampuan seksual; (2)
adaptif (tumbuh subur) pada lahan gambut
di Kalimantan Barat (Kota Pontianak dan
Kabupaten Pontianak); (3) dibandingkan dengan
lidah buaya di daerah lain, lidah buaya yang
ditanam di Kalimantan Barat temyata lebih besar
(lebih lebar dan lebih tebal daunnya) sehingga
produksinya lebih tinggi (www.deptan.go.id).
Selain itu menurut seorang peneliti dan dosen
dari FMIPA Universitas Indonesia mengatakan
bahwa dalam daging lidah buaya terdapat 200
kandungan zat yang berbeda dan sangat berguna
bagi manusia (www.haki.lipi.go.id).
Pelepah lidah | en_US |
