PREFERENSI KONSUMEN TERHADAP PEMBELIAN KERIPIK BROKOLI AGRONUSA MUSHROOM DI KOTA BATU

Abstract

Abstract

 

Broccoli chips are one of the innovations in processing vegetables into chips that is gaining popularity, because everyone has different preferences for broccoli chips. So the aim of this research is to determine the attributes that consumers prefer when making decisions when buying broccoli chips. This research was carried out at Agronusa Mushroom using the accidental sampling method, with a sample of 80 respondents. The data analysis method used is conjoint analysis and logistic regression analysis. Based on the results of the conjoint analysis that has been carried out, the attribute that has the highest importance is the taste attribute with an importance value of 41.291. Then the level of attributes that consumers like from broccoli chips, namely those that have a salty taste with a thin thickness of the chips, and a cheap price of IDR. 16,000 / 100 grams. Based on the results of the Wald logistic regression test analysis, it is known that from a total of 7 variables tested, there are 4 variables that have a significant influence on consumer preferences for purchasing broccoli chips (Y). These variables include income (Z1), taste (Z5), texture (Z6), and purchase size (Z7).

 

Keyword: Preferences, Broccoli Chips, Conjoint Analysis, Logistic Regression Analysis