Update Artikelilmiah: 39925

ADJI ABIYYU HANIF

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Usaha Kecil, dan Menengah di Jakarta memiliki ikon budaya di bidang pangan, salah satunya adalah bir pletok. Bir Pletok merupakan minuman khas asli masyarakat Betawi yang berasal dari berbagai rempah-rempah. Salah satu UKM bir pletok di Jakarta adalah Bir Pletok ‘SB’ milik Bang Uuk yang tepatnya berada di Kampung Setu Babakan, Jakarta Selatan. Penelitian ini bertujuan untuk mengetahui profil konsumen Bir Pletok SB. Profil konsumen diidentifikasi berdasarkan jenis kelamin, domisili, usia, pendidikan terakhir, pekerjaan, penghasilan per bulan, pertama kali mendengar bir pletok, pertama kali mendengar Bir Pletok SB, dan alasan minum. Penelitian dilakukan dengan metode survei terhadap 100 orang responden yang memenuhi kriteria. Kuesioner disebarkan secara purposive sampling dengan kriteria responden telah berusia minimal 17 tahun dan pernah mengonsumsi Bir Pletok SB minimal dua kali. Hasil survei menunjukkan bahwa mayoritas konsumen berjenis kelamin pria (76%), berdomisili di DKI Jakarta (65%), berusia 17-30 Tahun (49%), berpendidikan terakhir SMA/sederajat (76%), bekerja sebagai karyawan swasta (36%), berpenghasilan 1-5 juta rupiah per bulan (56%), mendengar bir pletok dari kerabat (42%), mendengar Bir Pletok SB dari kerabat (64%), dan meminum bir pletok dengan alasan kesehatan (57%).

Abtrak (Bhs. Inggris)

Small and Medium Enterprises (SMEs) in Jakarta have cultural icons in the food sector, one of which is bir pletok. Bir Pletok is a unique traditional beverage of the Betawi community that originated from a blend of various spices. One of the SMEs producing bir pletok in Jakarta is Bir Pletok 'SB' owned by Bang Uuk, located in Kampung Setu Babakan, South Jakarta. The purpose of this study is to determine the consumer profile of Bir Pletok SB. The consumer profile is identified based on gender, place of residence, age, highest education level, occupation, monthly income, first time hearing about bir pletok, first time hearing about Bir Pletok SB, and reasons for consuming it. The research was conducted through a survey method with 100 respondents who met the criteria. The questionnaire was distributed through purposive sampling, targeting respondents aged 17 years and above who have consumed Bir Pletok SB at least twice. The survey results indicate that the majority of consumers are male (76%), residing in DKI Jakarta (65%), aged between 17-30 years (49%), with the highest education level of high school or equivalent (76%), working as private employees (36%), earning a monthly income of 1-5 million rupiahs (56%), heard about bir pletok from relatives (42%), heard about Bir Pletok SB from relatives (64%), and consume bir pletok for health reasons (57%).

Kata kunci

Pembimbing 1

Pembimbing 2

Pembimbing 3

Tahun

Jumlah Halaman