ANALISIS PREFERENSI KONSUMEN TERHADAP BUAH SEMANGKA DI KOTA SURAKARTA

Abstract

Abstract: This study aims to determine the attributes of watermelon into consumer preferences in Surakarta and to determine the attributes that most consumers consider the purchase decision watermelon in Surakarta. This research was conducted in the traditional and modern market in Surakarta predetermined. The method of sampling was conducted using judgment sampling with a sample size of 96 respondents. Attributes watermelon analyzed are attributes of price, color, size, seeding / no seeds of a watermelon and watermelon purchased circumstances as a whole / pieces. The analytical method used is the analysis of Chi-Square and Multiatribut Fishbein. The results showed that of the Chi-square analysis was significantly known that there are differences in consumer preference toward attributes of watermelon. Based on the Multiatribut Fishbein analysis, attributes that consumers consider the purchase decision watermelon in Surakarta consecutive watermelons are purchased in one piece / pieces, the size of a watermelon, drupe / absence of a watermelon, fruit color and watermelon’s price.