ANALISIS PERSEPSI KONSUMEN TERHADAP KUALITAS PENDAP DI USAHA PENDAP & PALAI CIK SUR KOTA BENGKULU

Abstract

This study aims to analyze consumer perceptions of the product quality of Pendap at Usaha
Pendap & Palai Cik Sur in Bengkulu City, identify the quality aspects that most influence
consumer evaluations, and understand their relationship with purchase intention and loyalty.
The research employs a qualitative method with a case study approach. Primary data were
obtained through observation, in-depth interviews with 10 consumers and the business owner,
as well as documentation. Data analysis was conducted using thematic analysis techniques to
identify patterns in consumer perceptions. The results show that, in general, consumers have a
positive perception of Pendap quality, particularly in terms of taste, texture, and cleanliness,
which are considered distinctive, authentic, and consistent. However, there are critical notes
regarding packaging and presentation aspects, which some consumers perceive as still simple,
less informative, and less visually appealing. These findings align with consumer perception
theory, which includes cognitive, affective, and conative dimensions, and emphasize the
importance of packaging innovation and enhancing visual appeal without eliminating the
product’s traditional values. This research is expected to contribute theoretically to the study of
traditional culinary marketing and provide practical insights for MSME actors to improve
competitiveness through product quality enhancement, particularly in visual and packaging
aspects.
Keywords: consumer perception, product quality, pendap, traditional food, Bengkulu