ABSTRAKHigh tea consumption in Semarang City and the change of tea consumption pattern from loose leaf tea to tea bags make tea bags have a high prospect to enter the tea market. Producers need to understand consumer preferences in buying tea bags so they can plan, develop, and market their products well. This research aimed to analyze the level of preference and relative importance of tea bags product attributes on household consumers in Semarang City. The research was conducted in West Semarang, South Semarang and Banyumanik Subdistrict representing coastal, lowland, and hills area in Semarang City. Research method was a survey with the samples number of 100 household respondents. Sampling was done using multistage random sampling technique. Data were analyzed using conjoint analysis with 16 combinations of product. Result showed that household consumers' preference for tea bags attribute in Semarang City was jasmine fl avor, the price range IDR 5,000-10,000 per pack, famous brand, box packaging and has clear expiration date. Consumer priority of tea bags attribute was taste, brand, price, packaging, and expiration date.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.