<![CDATA[Abstrak Penelitian ini bertujuan untuk mendeskripsikan persepsi konsumen terhadap produk Lawar Plek di Desa Ketewel Kabupaten Gianyar. Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif. Teknik pengambilan sampel yaitu accidental sampel. Pengumpulan data menggunakan kuisioner, pedoman wawancara, dan dokumentasi. Teknik analisis data menggunakan teknik analisis presentase. Hasil penelitian menunjukan persepsi konsumen pada produk Lawar Plek Di Desa Ketewel Kabupaten Gianyar dilihat dari aspek sikap dan motivasi, konsumen menerima keberadaan lawar plek dan keinginan konsumen untuk membeli lawar plek sangat tinggi, dan konsumen tertarik untuk membeli karena unik dan khas Bali. Hasil analisis persentase dari aspek produk, didapatkan bahwa cita rasa yang khas diutamakan konsumen sehingga konsumen tertarik untuk membeli lawar plek. Keputusan membeli produk lawar plek berdasarkan hasil analisis persentase diperoleh bahwa konsumen mengutamakan dan tertarik untuk membeli lawar plek karena produk yang dijual terlihat bersih, rapi dan konsumen ingin mencoba sesuatu yang baru. Kata kunci: Keputusan Membeli; Lawar Plek; Produk; Sikap dan Motivasi. Abstract This study aims to describe consumer perceptions of Lawar Plek products in Ketewel Village, Gianyar Regency. The method used in this research is descriptive quantitative. The sampling technique is accidental sampling. Collecting data using questionnaires, interview guidelines, and documentation. Data analysis techniques using percentage analysis techniques. The results showed that consumers' perceptions of lawar plek products in Ketewel Village, Gianyar Regency were seen from the attitude and motivational aspects, consumers accepted the existence of lawar plek and consumers' desire to buy lawar plek was very high, and consumers were interested in buying because it was unique and Balinese. The results of the percentage analysis from the product aspect, it was found that the distinctive taste is prioritized by consumers so that consumers are interested in buying lawar plek. The decision to buy lawar plek products based on the percentage analysis results shows that consumers prioritize and are interested in buying lawar plek because the products sold look clean, neat and consumers want to try something new. Keywords : Buying Decisions; Lawar Plek; Product; Attitude and Motivation.]]>
