Consumer Behavior on The Choice of Typical Regional Food Products Based on External and Internal Factors, Perception, Attitude and Consumer Preference

Consumer behavior will determine their decision making in the buying process. The approach to the decision making process that gives a specific description on the reason why consumers behave in certain ways was conducted by: 1) formulating structural variables that affect external and internal factors towards perception; 2) formulating structural variables of perception towards attitude and preference; 3) formulating structural variables of attitude and preference towards consumer behavior on typical food products of Bandung and Cianjur. The survey research method and form of research were verification, while the sampling method conducted was the simple random sampling by distributing questionnaires to 100 respondents. The data quality testing performed were the validity test and the reliability test. For the path analysis research model, data transformation from ordinal to interval was previously conducted using the method of successive interval. Results of the study revealed that consumer external and internal environmental factors together have a positive effect towards consumer perception. The effect of consumer external environmental factors are greater than the consumer internal environmental factors towards consumer perception. The more mature consumers are, either from the aspect of their way of thinking or educative factors obtained from education and insight, the more developed are their perception towards food products. Consumer perception has a positive effect towards consumer attitude and preference. The variable of consumer attitude and preference has a positive effect towards consumer behavior in consuming typical regional food products.