ANALISIS PREFERENSI KONSUMEN DALAM PEMBELIAN BUAH MANGGA GEDONG GINCU DI PASAR TRADISIONAL KOTA CIREBON, JAWA BARAT

Abstract

Abstract: The objectives of this research are to study whether or not there is a difference in consumer preferences for Gedong Gincu mango fruit’s attributes in Traditional Market of Cirebon, West Java. The location that is used of this research is Traditional Market. The method of sampling was conducted using judgment sampling The number of samples was set by 100 respondents. The analytical method used is the analysis of Chi-Square and Multiatribut Fishbein. The results showed that of the Chi Square test, there was a difference of consumer preference on all atrributes in existing Gedong Gincu mango fruit. The Gedong Gincu mango fruit prefered by the consumers in Market Traditional of Cirebon is the one that has sweet taste, fruit peel is mostly orange color, soft texture of fruit flesh and it has medium size (200-300 gr/fruit). Furthermore, based on the result of Multiattribute Fishbein analysis showed that the attributes that most considered by consumers on purchasing of Gedong Gincu mango fruit in Traditional Market of Cirebon were texture of fruit lesh, taste, fruit color and size of fruit.

Keywords: Gedong Gincu mango fruit,  Consumer Preference, Traditional Market,  Chi-Square test, Multiatribut Fishbein Analysis