Intan Desi Ramadani, Laila (2025) Persepsi Konsumen Terhadap Produk Olahan Honje (Suatu Kasus Pada IKM Naraa Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The increasing development of processed products has led to the large number of beverage and sambal products made from various basic ingredients. In contrast to processed products that use other basic ingredients, the honje processed products produced by IKM Naraa are products that carry local wisdom by utilizing honje plants as basic ingredients. IKM Naraa’s honje processed products in Serang City, Banten, have not been widely known or are not familiar to the public. This study aims to identify consumer characteristics and to analyze consumer perceptions of the product attributes of honje processed products in the form of honje beverage and honje chili sauce at IKM Naraa in Serang Cty. The attributes used in this study include price, taste, aroma, color, and packaging. The analysis technique used in this study is average score analysis. Respondent characteristics based on gender show that 68% are female, based on age 54% are 21-35 years old, based on marital status 52% are married, based on family members 42% have 3-4 members, based on respondent activities 22% are civil servants, based on education level 46% are bachelor’s degree holders, and based on income level 32% earn between Rp. 3 million – Rp. 5 million. Consumer perception of honje beverage product attributes falls into the good criterion with a score of 3,98, and the score for honje chili sauce is 4,11. With this, the total average score for the product attributes of honje processed products by IKM Naraa is classified as good, with score of 4,04.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah mengidentifikasi karakteristik konsumen terhadap produk olahan honje berupa minuman honje dan sambal honje pada IKM Naraa di Kota Serang dan menganalisis persepsi konsumen terhadap atribut produk olahan honje berupa minuman honje dan sambal honje pada IKM Naraa di Kota Serang. Metode penelitian ini dilakukan dengan survei, serta pemilihan tempat yaitu di IKM Naraa Kota Serang. Pengambilan sampel dilakukan melalui teknik accidental sampling. Atribut yang digunakan pada penelitian ini adalah atribut harga, rasa, aroma, warna, dan kemasan. Teknik analisis yang digunakan pada penelitian ini adalah analisis rataan skor. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Teknik analisis yang digunakan dalam penelitian ini yaitu dengan analisis Rataan Skor. Berdasarkan hasil penelitian, Karakteristik responden dalam persepsi konsumen terhadap produk olahan honje milik IKM Naraa yaitu berdasarkan jenis kelamin, didominasi oleh responden perempuan dengan persentase 68%, berdasarkan usia yang paling banyak berada pada usia 21-35 tahun dengan persentase 54%, berdasarkan status pernikahan lebih banyak responden yang sudah menikah dengan persentase 52%, berdasarkan jumlah anggota keluarga didominasi oleh yang beranggota keluarga 3-4 orang dengan persentase 42%, berdasarkan aktivitas responden yang paling banyak adalah pegawai negeri dengan persentase 22%, berdasarkan tingkat pendidikan terakhir paling banyak adalah sarjana dengan persentase 46%, berdasarkan tingkat pendapatan didominasi oleh responden dengan pendapatan ≥ Rp. 3 Juta – Rp. 5 Juta dengan persentase 32%. | |||||||||
| Uncontrolled Keywords: | Respondent Characteristics, Consumer Perception, Product Attributes of Honje Processed Products by IKM Naraa. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Intan Intan Intan | |||||||||
| Date Deposited: | 05 Mar 2025 07:47 | |||||||||
| Last Modified: | 06 Mar 2025 08:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45976 |
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