PERILAKU KONSUMEN OLAHAN JAGUNG DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA

Abstract

Processed corn products have potential as value-added food products, but their development depends on consumer behavior and its influencing factors. This study aimed to describe consumer behavior toward processed corn products and analyze the factors affecting it. The research was conducted in Jatinangor District from January to February 2026 using a quantitative survey method. A total of 102 respondents were selected using purposive sampling, with the criteria of knowing or having consumed processed corn products. Data were collected using a five-point Likert scale questionnaire and analyzed using descriptive statistics and multiple linear regression. The results showed that consumer behavior was in the moderate-to-high category. The regression model had an R Square of 0.354, indicating that the independent variables explained 35.4% of consumer behavior variation. Price, promotion, product availability, family or friend influence, stress or fatigue, practicality, social media, age, and urban residence significantly affected consumer behavior. Social media had the largest positive coefficient, suggesting its key role in encouraging consumer behavior. The findings recommend strengthening digital promotion, product accessibility, practical packaging, and competitive pricing.