PREFERENSI KONSUMEN TERHADAP SALAK GULA PASIR DESA SIBETAN, KECAMATAN BEBANDEM, KABUPATEN KARANGASEM

Abstract

This research is about consumer preferences of Salak Gula Pasir Sibetan Village, which aims to examine the attributes as consumer preferences in buying Salak Sugar and to analyze the most dominant attributes by consumers in buying Salak Sugar  Sibetan Village. The determination of the number of samples was determined intentionally, namely 45 respondents, the technique used in determining the sample was accidental sampling. The analytical method used in the study of consumer preferences for the attributes of Salak Gula Pasir uses a Likert scale consisting of a score of one to five, while to determine the most dominant attribute of Salak Gula Pasir using fishbein multi-attribute analysis. The results of this study are, the average achievement of the price attribute is 99.11%, the average taste attribute is 97.78%, the average size attribute is 65.33%, and the average color attribute is 98.22. %. The attribute that is the dominant preference considered by consumers in buying Salak Gula Pasir in Sibetan Village is the price attribute, with the highest index of other attributes, which is 24.01.