MINAT BELI KONSUMEN TERHADAP "TIWUL AYU MBOK SUM" KECAMATAN DLINGO KABUPATEN BANTUL.

Empowerment of tiwul as an alternative food source for the community can strengthen national food endurance and is one of the solutions to overcome the problems of Indonesia society's dependence on rice. The purpose of this research is to determine consumer attitudes toward the product and find out what interests Tiwul ayu purchasing Yogyakarta and Bantul on Tiwul Ayu products. This study will use a quantitative approach which is enriched with a qualitative approach. Research includes area studies of Yogyakarta and Bantul district which has the potential for marketing tiwul ayu. The data collected from the housewives who are willing to buy tiwul ayu that is sold along during data retrieval and housewives are willing to be made respondents research. Analysis of consumer's attitude towards tiwul ayu in this study using a model approach multiatribut fishbein attitude. The results showed that respondents generally liked tiwul ayu Mbok Sum, and there are six component attributes that respondents favored enough that size, scent, packaging, image, texture and nutrition. Components of the experience and confidence to become the preferred attributes and search quite favored urban respondents. Rural respondents expressed quite fond of the three components of the attributes contained in the food is good, the search, experience, and trust. There are several factors that make respondents tiwul ayu, wishing to buy back: memorialize the past, unique, rarely, safe, awareness, healthy and most importantly the housewive care and attention to all the family. There are five respondents were not interested in buying back it was tired of cassava, suggesting that consuming cassava to make a stomachache and respondents do not like tiwul ayu.