PREFERENSI KONSUMEN TERHADAP PEMBELIAN BERAS DELANGGU OLEH RUMAH TANGGA DI KECAMATAN DELANGGU KABUPATEN KLATEN

Abstract

This study aims to determine whether there are differences in consumer preferences for the attributes of Delanggu rice, to determine the attributes of Delanggu rice that are consumer preferences and the attributes that consumers consider the most when buying Delanggu rice. The research location was chosen purposively in Delanggu District, Klaten Regency. The number of samples is 100 respondents. The analytical method used is Chi Square analysis and Fishbein Multi-attribute analysis with SPSS Statistics 22.0. The results showed that there were differences in consumer preferences for the attributes of Delanggu rice by households in Delanggu District, Klaten Regency. Attributes that become consumer preferences for Delanggu rice are, the price of rice is IDR8,500-IDR9,450/kg, cleanliness without impurities, moderate degree of whiteness, non-aromatic aroma, wholeness of head of rice grains, medium shape, and medium rice fluency. The attribute that consumers consider the most in purchasing Delanggu rice is the price of rice.
Keywords: Delanggu Rice, Chi Square, Fishbein Multi-attribute, Consumer Preference