ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN SAYURAN HIDROPONIK DI KOTA SURAKARTA

Abstract

This study aims to determine the attributes of hydroponic vegetables that become consumer preferences and identify the attributes of hydroponic vegetables that are most considered by consumers in Surakarta. The method of determining the location is done purposively. The sampling method was carried out by the snowball sampling method with a sample size of 100 respondents. The attributes of hydroponic vegetables analyzed were leaf physical, leaf color, taste, freshness, and packaging. The analytical method used is the Chi-square test and Fishbein Multi-attribute. The results showed that from the Chi-square analysis, it is known that there are significant differences in consumer preferences for the attributes of hydroponic vegetables. Based on Fishbein's Multiattribute analysis, the attributes that consumers consider in purchasing decisions for hydroponic vegetables in Surakarta City are the physical attributes of the leaves, followed by leaf taste, leaf color, packaging, and freshness.

Keywords: Chi-square Analysis, Multiattribute Fishbein Analysis, Hydroponic, Consumer Preference