ANALISIS PENGARUH PREFERENSI KONSUMEN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN TEMPE KACANG DI KOTA MALANG

Abstract

Tempe kacang, which is made from peanut meal, is one of Malang’s typical non-soy tempe which has great potential to increase food diversity. The objectives of this research are 1. to determine consumer preferences for tempe kacang 2. to find out the factors that influence purchasing decisions about tempe kacang. This research was carried out for 3 months starting from May-July 2024 in Malang City with the research location in Malang's large market. This research sample was taken using Accidental Sampling of 100 respondents. The data analysis used in this research is logit analysis and conjoint analysis. From the results of the conjoint analysis it is known that the first order level of importance, namely the price attribute, is 46.604%, the second order availability attribute is 23.076%, the third order taste attribute is 19.157%, the fourth order size attribute is 11.164%. From the results of the logit analysis, there are 5 variables that have a real influence on purchasing decisions, namely income (X₃), lifestyle (X₄), price (X₅), size (X₇),and availability (X₈), while those that have no real influence are age (X₁), gender (X₂) and taste (X₆)

Keyword : Consumer Preferences, Tempe Kacang, Purchasing Decisions