ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN BUAH PEPAYA DI PASAR TRADISIONAL KABUPATEN KEBUMEN

Abstract

Papaya fruit is a fruit that is in demand by consumers. This is evident from the increasing consumption rate each year. This study aims to determine consumer preferences based on consumer attitudes towards papaya fruit attributes and the attributes most considered by consumers in their papaya purchasing decisions in the traditional markets of Kebumen Regency. The basic research method uses descriptive-analytical methods and data collection is done through survey techniques. The locations chosen for this study are Prembun Market, Tumenggungan Market, Petanahan Market, and Wonokriyo Market, purposively selected. The number of respondents in this study is 100 consumers, selected through purposive sampling. The analysis used includes Chi-Square analysis and Fishbein Multiattribute analysis. The results of this study indicate that the preferred papaya among consumers has a medium price, medium size, bright yellow fruit skin color, and a soft texture. In addition, the order of importance of papaya attributes for consumers is the fruit flesh texture, the fruit skin color, the fruit size, and the fruit price.