Analisis Preferensi Konsumen dalam Pembelian Olahan Sayuran Hidroponik (Studi Kasus: UMKM Syifa Hidroponik Medan)

Abstract

This research is titled "Analysis of Consumer Preferences in Purchasing Hydroponic Vegetable Products (Case Study: Syifa Hydroponics MSME Medan)". The purpose of this research is to analyze the attributes of hydroponically processed vegetables that are preferred by consumers and the attributes of hydroponically processed vegetables that are most considered by consumers when making purchases at MSMEs Syifa Hydroponics Medan using the Fishbein multiattribute attitude model. Data collection was carried out using the accidental sampling technique with a sample of 60 people. The attributes of hydroponic vegetable products that are preferred by consumers at UMKM Syifa Hidroponik is the product quality with high nutritional value, the presence of a BPOM distribution permit number on the packaging, a fragrant aroma, a spicy taste, and a price attribute of Rp.20.000- Rp.30.000, which is considered appropriate for its benefits and within the purchasing ability of consumers. Meanwhile, the order of attributes most considered by consumers in the purchasing decision is taste, aroma, quality, packaging, and price.