PENGUKURAN PREFERENSI KONSUMEN BAKSO
ABSTRACT: Consumers make
purchases based on certain choices. These options include product attributes
and attribute level. Meatball has attributes such as texture, price, and taste.
These attributes affect the consumer buying process . The aim of this study was to determine the utility
values for all attributes and attribute level of meatballs that have been selected
by consumers. This research is a qualitative
and quantitative research conducted in Bangkalan Regency. Respondents of this
study consisted of 60 people. The results of this research revealed that the value of the utility for
the level of preference of texture was soft texture with a utility value
of 0.058, meatballs price at Rp 500.00
with utility value of 0.006, and the selected flavor attributes are taste spicy
sauce with utility value of 0.36.
Attributes to contribute to consumer's decision to buy meatballs were flavor at
63.321 % , texture at 20.114 % and meatball price at 16.565 % contribution
Penulis: Marta Catur
Pamungkas, Banun Diyah Probowati, Iffan Maflahah
Kode Jurnal: jppertaniandd140902
