PREFERENSI KONSUMEN TERHADAP BUAH JERUK SIAM DI PASAR SWALAYAN KOTA SURAKARTA

Abstract

Abstract : This study aims to determine the consumer’s preference for the siam orange attributes and the attributes that most considered attribute when buying siam oranges at the Surakarta City Supermarket. The basic method of this study is descriptive analytical method. The methods of determining the location are done by purposive and accidental sampling. The data used are primary and secondary data. The descriptive data analysis method was used with Chi Square analysis and Fishbein multi-attribute analysis. The results of the Chi Square analysis showed that the attributes of siam orange favored by consumers were the medium price, medium size, greenish-yellow color and honey variant. Fishbein multi-attribute analysis showed that the most considered attribute when purchasing siam orange is the price attribute. While siam orange most considered attributes ranked consecutively are price, color, size, and kinds.

Keywords: Siam Orange, Consumers Preferences, Chi Square Analysis, Fishbein Multi-attribute Analysis.