ANALISIS SIKAP KONSUMEN TERHADAP PRODUK SAGU IKAN DI KOTA TERNATE PROVINSI MALUKU UTARA

This study aims to analyze the attitude of consumers of sagu ikan products with the attributes of appearance, color, aroma, taste and texture. The place and time of the research was carried out in Ternate City North Moluccas Province from January to July 2023. The data used were primary and secondary data, the number of respondents involved was 50 respondents. The analytical method used is multiattribute fishbein analysis. Based on the results of research on consumer attitudes towards fish sago products, the following conclusions can be put forward: 1). with an average value of 7.06 to 7.73 this shows that fish sago products from the four attributes are liked and accepted. 2). Based on the results of Fishbein analysis to determine attitudes towards consumers of sagukan products on four attributes, namely appearance, color, aroma, taste and texture based on the category of consumer attitudes towards sago fish with an AO value of 237.96 in the interval (200 – 250) This means that consumer attitudes towards fish sago products are in the very good category.