ANALISIS PREFERENSI KONSUMEN TERHADAP BUAH APEL MANALAGI DI TRANSMART CARREFOUR CILANDAK JAKARTA SELATAN

Abstract

ABSTRACT: This study aims to determine whether there are differences in consumer preferences on the attributes of apples manalagi in Transmart Carrefour Cilandak South Jakarta, and to determine the attributes most considered by consumers in purchasing decisions of apples manalagi in Transmart Carrefour Cilandak South Jakarta. The basic method of research is descriptive method, implementation by survey technique. The method of determining the location is done purposively. The location of the research is Transmart Carrefour Cilandak South Jakarta. This study was conducted to 100 consumers who are buying apples manalagi. The sampling technique was done by judgment sampling method. Sources of data used are primary data and secondary data. Data analysis used in this research is Chi-Square test and fishbein multiattribute analysis. Chi-Square test results show that there are differences in consumer preferences of the attributes that exist in the apple fruit manalagi. The apple fruit that became consumer preference in Transmart Carrefour Cilandak South Jakarta is apple fruit manalagi with medium size, yellowish green, and apple grab yourself or have not packed. Based on the analysis of multiattribute fishbein, it is known that the attribute of apple manalagi most considered in purchasing decision apples manalagi in Transmart Carrefour Cilandak South Jakarta is a fruit color attribute. The sequence of attributes that consumers consider in purchasing apple fruit include fruit color, fruit packaging, and fruit size.