PRAMESTI, INES (2023) PREFERENSI KONSUMEN REMAJA TERHADAP GIPANG SINGKONG IKA-KE DI KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

IKA-KE cassava gipang is one of the regional snacks originating from the Cilegon area. The existence and sales of this product need to be maintained because there are many similar business competitors and various viral foods. This has the opportunity to shift the position of the product among consumers. This study aims to identify the characteristics of adolescent consumers, the attributes that are preferred by adolescent consumers, and the attributes that are most considered by adolescent consumers of IKA-KE cassava gipang in Cilegon City. The research method used is a survey with a quantitative research type. Sampling was taken by accidental sampling with a total of 50 respondents. Data were analyzed descriptively and conjoint analysis. The result showed that the characteristics of adolescent consumers are 72% female, the age range 17-25 years old by 86%, and the last education is high school/equivalent by 50%. The attributes that adolescent consumers prefer is gipang which has an original taste, normal aroma, crunchy texture, with a price below Rp. 20,000, and a jar packaging. Based on the importance values, the attributes most considered by adolescent consumers sequentially are taste (32.502%), price (22.309%), packaging (19.853%), texture (13.913%), and aroma (11.424%).

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor BUKHARI, AHMAD 197103092005011003 Thesis advisor SUJANAH, NANAH 197011262003122001
Additional Information:	Gipang singkong IKA-KE merupakan salah satu jajanan daerah yang berasal dari daerah Cilegon. Eksistensi dan penjualan produk ini perlu dipertahankan karena banyak pesaing bisnis sejenis dan aneka makanan viral. Hal ini berpeluang menggeser posisi produk di kalangan konsumen. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen remaja, atribut yang disukai konsumen remaja, dan atribut yang paling diperhatikan konsumen remaja gipang IKA-KE di Kota Cilegon. Metode penelitian yang digunakan adalah survei dengan jenis penelitian kuantitatif. Pengambilan sampel dilakukan dengan cara accidental sampling dengan jumlah responden sebanyak 50 orang. Data dianalisis secara deskriptif dan analisis konjoin. Hasil penelitian menunjukkan bahwa karakteristik konsumen remaja adalah perempuan 72%, rentang usia 17-25 tahun sebesar 86%, dan pendidikan terakhir SMA/sederajat sebesar 50%. Atribut yang disukai konsumen remaja adalah gipang yang memiliki rasa original, aroma biasa, tekstur renyah, dengan harga di bawah Rp. 20.000, dan kemasan toples. Berdasarkan nilai kepentingan, atribut yang paling diperhatikan konsumen remaja secara berurutan adalah rasa (32,502%), harga (22,309%), kemasan (19,853%), tekstur (13,913%), dan aroma (11,424%).
Uncontrolled Keywords:	Keywords : consumer preferences, cassava gipang, conjoint analysis
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Ms. Ines Pramesti
Date Deposited:	08 Aug 2023 15:21
Last Modified:	08 Aug 2023 15:21
URI:	http://eprints.untirta.ac.id/id/eprint/27853

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