Dafiny Kurnia, Muhammad (2025) PREFERENSI KONSUMEN TERHADAP BUAH MANGGIS KABUPATEN LEBAK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Lebak Regency is the largest mangosteen producing center in Banten Province. Lebak Mangosteen has a sweet, slightly sour taste with purple skin, weighs between 120 and 150 grams per fruit and does not have yellow sap. The condition of the mangosteens in Lebak Regency is that not all of them look good, there are also mangosteens that are not of good quality, such as dull skin color and yellow sap. This research aims to examine what attributes are consumer preferences and which attributes are most considered by consumers in purchasing decisions for Lebak mangosteen fruit. This research uses an accidental sampling method or selecting respondents by chance. The researcher used a sample of 100 respondents for analysis. The data that has been obtained is then processed using Fishbein's Chi-Square and Multiattribute analysis. The results of this research show that the attribute of the Lebak mangosteen fruit that is most considered in the decision to purchase Lebak mangosteen fruit is the taste attribute of the Lebak mangosteen fruit. The order of attributes from the most considered to the least considered is taste, texture, skin color and size of the Lebak mangosteen fruit. The Lebak mangosteen fruit that is the consumer's preference is the Lebak mangosteen fruit which has a sweet taste, very bright fruit skin, soft flesh texture and medium fruit size.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kabupaten Lebak merupakan sentra penghasil buah manggis terbesar di Provinsi Banten. Buah manggis Lebak memiliki rasa yang manis, sedikit asam dengan kulit berwarna ungu, berat per buah antara 120 sampai 150 gram dan tidak memiliki getah berwarna kuning. Kondisi buah manggis di Kabupaten Lebak tidak semuanya terlihat bagus, ada pula buah manggis yang kualitasnya kurang baik seperti warna kulitnya kusam dan getahnya berwarna kuning. Penelitian ini bertujuan untuk meneliti atribut apa saja yang menjadi preferensi konsumen dan atribut apa saja yang paling dipertimbangkan konsumen dalam keputusan pembelian buah manggis Lebak. Penelitian ini menggunakan metode accidental sampling atau pemilihan responden secara acak. Peneliti menggunakan sampel sebanyak 100 responden untuk dianalisis. Data yang telah diperoleh kemudian diolah menggunakan analisis Chi-Square Fishbein dan Multiatribut. Hasil penelitian ini menunjukkan bahwa atribut buah manggis Lebak yang paling dipertimbangkan dalam keputusan pembelian buah manggis Lebak adalah atribut rasa buah manggis Lebak. Urutan atribut dari yang paling diperhatikan hingga yang paling tidak diperhatikan adalah rasa, tekstur, warna kulit, dan ukuran buah manggis Lebak. Buah manggis Lebak yang menjadi kesukaan konsumen adalah buah manggis Lebak yang memiliki rasa manis, kulit buah sangat cerah, tekstur daging buah lembut, dan ukuran buah sedang. | |||||||||
| Uncontrolled Keywords: | Fishbein Multiattribute, Chi-Square, Consumer Preferences, Lebak Mangosteen. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory S Agriculture > S Agriculture (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | muhammad dafiny kurnia | |||||||||
| Date Deposited: | 20 Mar 2025 02:34 | |||||||||
| Last Modified: | 20 Mar 2025 06:06 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47935 |
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