Preferensi Konsumen terhadap Pembelian Pempek Kering Cakalang HJ. Soraya

Abstract

Pempek can be processed into dry pempek to extend shelf life, reduce water content in pempek, and reduce enzyme and microbial activity. The purpose of this study was to examine the respondent characteristics of dry skipjack pempek Hj. Soraya and analyze the attributes of dry skipjack pempek Hj. Soraya that consumers want. The descriptive qualitative analysis and conjoint analysis methods were used to analyze the data. Consumers of dried seafood pempek Hj. soraya are mostly women between the ages of 21 and 30, last education is senior high school, a student/college student occupation, and a monthly income of less than Rp. 1,000,000. The attribute that consumer preference of dry skipjack pempek is the large weight attribute of 500 gr, the price is Rp. 17,000, flat shape, supermarket purchase location, and dry-crispy texture. Price, texture, shape, weight, and purchase location are the attributes considered in order.

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“…For example, in research (Rohmah & Subari, 2021) conducted research on consumer preferences for buying coffee drinks at Kopi Janji Jiwa Surabaya, with the results explaining that consumers pay more attention to taste, price, variants, and toppings. Research (Febrianti & Ariyani, 2022) researched dry pempek consumer preferences with the results that consumers prefer a large weight of 500 grams, a price of Rp. 17.000, flat shape, where to buy at the supermarket, and crispy dry texture.…”