HADIROH, HADIROH (2023) ANALISIS PREFERENSI KONSUMEN TERHADAP ATRIBUT JUS GAUL (SUATU KASUS PADA JUS GAUL, PANANCANGAN-KOTA SERANG). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is to identify the product attributes that consumers consider most and identify consumer preferences for juice in Jus Gaul, Panancangan-Serang City. The selection of research sites was carried out purposely, namely in Jus Gaul, Panancangan, Serang-Banten. The study time was conducted in January - June 2023. The attributes used in this study were juice taste, juice aroma, juice color, juice price, and juice packaging. The type of research used is quantitative description using observation, interview, and recording methods, and sampling techniques, namely accidental sampling with a total of 50 respondents. The analysis used is chi-square analysis and fishbein multiattribute analysis. The results showed that the juice that became the preference of consumers in Jus Gaul Panancangan-Serang City was juice that had a sweet taste (90%), smelly aroma (90%), affordable price (54%), attractive packaging (50%), and orange color (34%). The most considered attribute in the juice purchase decision at Jus Gaul Panancangan-Serang City is the taste attribute. The order of attributes from most considered to less considered is the juice taste (18.13), juice price (17.22), juice packaging (15.59), juice aroma (14.68), and juice color (13.8).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan penelitian ini adalah mengidentifikasi atribut produk yang paling dipertimbangan konsumen dan mengidentifikasi preferensi konsumen terhadap jus di Jus Gaul, Panancangan-Kota Serang. Pemililhan tempat penelitian dilakukan secara sengaja (purposive), yaitu di Jus Gaul Panancangan, Kota Serang-Banten. Waktu penelitian dilakukan pada bulan Januari - Juni 2023. Atribut yang digunakan dalam penelitian ini adalah rasa jus, aroma jus, warna jus, harga jus, dan kemasan jus. Jenis penelitian yang digunakan adalah deskriptif kuantitatif dengan menggunakan metode observasi, wawancara, dan pencatatan, dan teknik pengambilan sampel yaitu accidental sampling dengan jumlah responden sebanyak 50 responden. Analisis yang digunakan adalah analisis chi-square dan analisis multiatribut fishbein. Hasil penelitian menunjukakan bahwa jus yang menjadi preferensi konsumen di Jus Gaul Panancangan-Kota Serang adalah jus yang mempunyai rasa manis (90%), aroma tercium (90%), warna oranye (34%), harga terjangkau (54%), dan kemasan menarik (50%). Atribut jus gaul yang paling dipertimbangkan dalam keputusan pembelian jus di Jus Gaul Panancangan Kota-Serang adalah atribut rasa. Urutan atribut dari yang paling dipertimbangkan sampai dengan yang kurang dipertimbangkan adalah atribut rasa jus gaul (18,13), harga jus gaul (17,22), kemasan jus gaul (15,59), aroma jus gaul (14,68), dan warna jus gaul (13,8). | |||||||||
| Uncontrolled Keywords: | Chi Square Analysis, Consumer Preferences, Jus Gaul, Multiatribut Fishbein Analysis | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Hadiroh Diroh Hadiroh | |||||||||
| Date Deposited: | 31 Oct 2023 10:18 | |||||||||
| Last Modified: | 31 Oct 2023 12:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28557 |
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