SIKAP KEPERCAYAAN KONSUMEN SEBAGAI TOLOK UKUR DAYA SAING ANTARA BUAH APEL LOKAL DAN IMPOR

Abstract

Consumers hold important role in determination whether has superiority or not.  The overflowing or import fruits affected to a strong competition between local and impor fruits.  Although local fruit seemingly lost in the competing with import fruits, however the consumer (especially city consumer) is the final determiner who act the jury to judge the kind of fruit that is superior through multi attribute judgement. Based on the analysis on consumer’s trust attitude (Fishbein Method) toward the multiatribute of The most important attributes in apple are ‘freshness’, ‘vitamin’ and ‘taste’. The most important attributes in apple are ‘freshness’, ‘taste’ and then ‘vitamin’. Consumer believe that the local or import apple contain vitamin, and consumer believe that the local apple is ‘cheap’ but import apple is ‘very expensive’ beside that the  consumer believes that the local apple more ‘fresh’ than import apple meanwhile import apple is superior in taste (sweet).  The impor apple have a competitive advantage value than local apple. The impor fruits (apple)  have more competitive advantage value  compare local   apple.   Theoretical  contribution  in development   of  Micro Economic Science, especially the Consumer Behavior that in the research it is propen: In miximising one’s satisfaction consumer is not only face obstale in product price and income, but also other attributes (such as product quality).