ANALISIS PREFERENSI KONSUMEN STROBERI DI AGROWISATA LUMBUNG STROBERI DESA PANDANREJO KECAMATAN BUMIAJI KOTA BATU

Abstract

ABSTRACT Consumer preference is the taste of consumers in purchasing products in the form of (goods or services) by choosing whether they like or dislike the product. This research was conducted at Lumbung Stroberi Pandanrejo Village, Bumiaji District, Batu City. The purpose of this study was to analyze the preferences of the best attribute choices based on consumer preferences for the attributes of Strawberry fruit at Lumbung Strawberry Agrotourism in Pandanrejo Village, Bumiaji District, Batu City. The data analysis method used is descriptive data analysis and conjoint analysis. Some attributes that are considered by consumers include skin color, fruit shape, fruit flavor, fruit size, durability and fruit price. The results of the study based on the utility value are in the analysis of visitors' preferences for consuming strawberries at the highest strawberry barn is durability with a value of 33.624%, color (24.415%), taste (13.178%), size (12.975%), price (6.576%), shape (6.551%) and texture (2.731%). Durability has the highest level of relative importance among other attributes. Thus, it can be concluded that durability is the main element of consumers in consuming strawberries. Keywords: Consumer Preferences, Attributes, Strawberry, Batu City