Ikan teri merupakan salah satu hasil laut yang sejak lama sudah dikenal oleh masyarakat Indonesia sebagai lauk makanan sehari-hari karena mudah diperoleh dan dapat dimasak untuk berbagai menu. Salah satu industri yang mengelola hasil laut adalah UKM Puspa Marina, yaitu teri krispy. Setiap perusahaan pasti akan berusaha keras untuk mampu mempertahankan kelangsungan dan pengembangan hidup perusahaan, dan berusaha mendapatkan konsumen sebanyak-banyaknya sehingga perlu dilakukan analisis perilaku konsumen terhadap teri krispi. Analisis perilaku konsumen akan diukur atribut-atribut yang berpengaruh terhadap keputusan konsumen dalam membeli dan mengonsumsi teri krispi milik UKM Puspa Marina dengan menggunakan analisis sikap Multiatribut Fishbein. Hasil analisis perilaku konsumen terhadap pembelian teri krispy didapatkan atribut yang memiliki pengaruh terhadap keputusan konsumen dalam membeli teri krispy adalah izin DepKes, Kejelasan Kadaluarsa, rasa, segel kemasan, harga, variasi rasa, kemasan, komposisi, merk, aroma, warna dan ketersediaan. Hasil analisis multiatribut Fishbein di dapatkan total nilai sikap responden terhadap produk teri krispi Puspa Marina sebesar 208,68 yang artinya konsumen menilai baik produk teri krispi Puspa Marina.

Anchovy is one of the seafood that has long been known by the people of Indonesia as a side dish everyday, because it is easily obtained and can be cooked in a variety of menu. One of the industries that manage marine products are SMEs Puspa Marina, the crispy anchovies or “teri krispi”. Each company will certainly strive to be able to maintain the continuity and development of the company's life, and trying to get consumers as much as possible, so that we can analyze consumer behavior towards crispy anchovies. Analysis of consumer behavior will be measured by using the attributes that influence the consumer 's decision to purchase and consume SMEs Puspa Marinas cispy anchovies by using analysis Fishbein attitude Multiattribute. Result of analyzing from customer behavior towards crispy anchovies that some attributes is obtained from influence towards consumer decision to purchase crispy anchovies is department of health. Expiration date, flavor, seal packaging, pricing, variations in taste, packaging, composition, brand, aroma, color and availability. Fishbein multiattribute analysis results in getting the total value of the respondents attitudes toward Puspa Marina crispy anchovies at 208.68, which means that consumers assess Puspa Marine crispy anchovies is good product.

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