MUJAYANTI, EMILDA (2024) PREFERENSI KONSUMEN REMAJA TERHADAP ATRIBUT MAKANAN CEPAT SAJI (KEBAB & BURGER) (Suatu Kasus pada Perum Taman Raya Rajeg). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine teenage consumers' preferences for fast food attributes (kebabs and burgers) in Taman Raya Rajeg. The basic method used in this research is a quantitative descriptive method. The research sampleamounted to 96 people which was carried out using the Accidental Sampling method. The attributes used in this research are taste, price, texture and aroma. The analysis used is conjoint analysis. The results of the analysis show that there is a significant relationship or correlation between consumer preferences for kebabs and burgers and the attributes used in this research. It is known that the average buyer or consumer is aged 17-25 years, female, has a high school education or equivalent, is active as a student, with an income < Rp. 1,000,000 and purchase frequency more than 2 times in the last month. The characteristic of kebabs and burgers that teenage consumers like is their spicy taste, the price is IDR. 10,000 for kebabs and Rp. 12,000 for a burger, soft texture and strong meat aroma. The attribute most often considered by teenage consumers in deciding to consume kebabs and burgers is price. The order of attributes from most to least attention is price, aroma, taste and texture.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis karakteristik konsumen remaja terhadap kebab dan burger yang tersedia di Taman Raya Rajeg serta mengevaluasi atribut yang menjadi preferensi dan pertimbangan utama mereka. Metode yang digunakan adalah survei dengan sampel berjumlah 96 responden berusia 12-25 tahun yang telah mengonsumsi kebab atau burger minimal dua kali. Data dikumpulkan melalui observasi, wawancara, dan kuesioner, kemudian dianalisis menggunakan teknik analisis deskriptif dan analisis konjoin. Hasil penelitian mengindikasikan bahwa konsumen remaja di Taman Raya Rajeg sebagian besar berusia 17-25 tahun, perempuan, berpendidikan terakhir SMA atau sederajat, berstatus pelajar atau mahasiswa, dan memiliki uang saku kurang dari Rp. 1.000.000. Preferensi mereka terhadap kebab dan burger meliputi rasa pedas, harga Rp. 10.000 untuk kebab dan Rp. 12.000 untuk burger, tekstur empuk, serta aroma daging yang kuat. Berdasarkan analisis nilai utility, atribut yang paling dipertimbangkan oleh konsumen remaja baik kebab maupun burger adalah harga. | |||||||||
| Uncontrolled Keywords: | preferences, teenage consumers, fast food (kebabs and burgers), conjoint analysis Preferensi, Konsumen Remaja, Makanan cepat saji (kebab dan burger), Analisis Konjoin | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Emilda Emilda Emilda Mujayanti | |||||||||
| Date Deposited: | 24 Sep 2024 13:59 | |||||||||
| Last Modified: | 24 Sep 2024 13:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42413 |
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