PREFERENSI MASYARAKAT TERHADAP KONSUMSI BAWANG MERAH TUK-TUK (Studi Kasus di Desa Torongrejo Kota Batu)

Fani Nur Idris, Moch. Noerhadi Sudjoni, Dwi Susilowati

Abstract


Abstract

This study aims to analyze consumer preferences for the Tuk-Tuk variety of shallots and identify the product attributes most considered by consumers. The study was conducted in Torongrejo Village, Batu City, with 60 respondents selected using an accidental sampling method. Data were analyzed using conjoint analysis using SPSS 21 software. The results showed that color was the most dominant factor in consumer preference for Tuk-Tuk shallots, with an importance value of 30.865. Consumer characteristics were predominantly female, aged 31–40, with a bachelor's degree, and the majority were farmers. This study provides recommendations for farmers to focus on producing shallots with consumer-preferred colors to increase product competitiveness in the market.

Keywords: consumer preferences, Tuk-Tuk shallots, conjoint analysis, product attributes

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References


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