ANALISIS PREFERENSI KONSUMEN DALAM MEMBELI PRODUK EGG ROLL PADA HOME INDUSTRY EGG ROLL DI KECAMATAN CEPU KABUPATEN BLORA

Abstract

ABSTRACT: This study aims to determine the attributes of the products that become consumer preferences in District Cepu Blora and to determine the attributes that most consumers consider the purchase decision in the District egg roll products Cepu Blora. This research was conducted at the a gift shop, minimarkets and supermarkets in the District Cepu predetermined. The method of determining the location of the research conducted by purposive sampling method and the method of sampling was conducted using judgment sampling with a sample size of 100 respondents. Egg roll product attributes that are analyzed are the attributes of raw materials, brands, flavors and sizes. The analytical method used is the analysis of Chi-Square and Multiatribut Fishbein. The results showed the Chi-square analysis is known that there are differences in consumer preferences towards product attributes egg roll. Based on the analysis Multiatribut Fishbein attributes that most consumers consider the product purchasing decisions egg roll are the attributes of flavor.  

Keywords: Chi-Square Analysis, Multiatribut Fishbein Analysis, Egg Roll, Consumer Preference