PREFERENSI KONSUMEN TERHADAP PEMBELIAN COKELAT DI DAERAH ISTIMEWA YOGYAKARTA

Abstract

Abstract : This study aims to determine whether there are differences in consumer preferences, chocolate attributes that are consumer preferences and chocolate attributes that consumers consider the most. The basic method used is descriptive. The study was conducted in April 2021 and the research location was chosen purposively in the Special Region of Yogyakarta. The sample is 100 respondents. The analysis used is chi square analysis and Fishbein Multiattribute attitude analysis with SPSS Statistic 22.0. The results showed that there were differences in preferences between consumers based on the attributes attached to chocolate bars. The chocolate that is the consumer's preference is chocolate with a price of Rp. 15,000-Rp. 25,000, a slightly sweet taste, blok shape, measuring 20-50 grams, and the type of milk chocolate. The order of attributes from most considered to the least considered is chocolate taste, price of chocolate, type of chocolate,  size of  chocolate, and shape of  chocolate.

Keywords :  Chi Square, Chocolate, Fishbein Multiattribute, Preference