Analisis Preferensi Konsumen Terhadap Produk Olahan Tahu Crispy (Kasus: Desa Tanjung Jati, Kecamatan Binjai, Kabupaten Langkat)

Abstract

M. Diemas Anggara (180304057/AGRIBUSINESS) conducted a thesis entitled 'Consumer Preference Analysis of Crispy Tofu Processed Products.' This research was carried out in Tanjung Jati Village, Binjai Sub-district, Langkat Regency, under the supervision of Mr. Yusak Maryunianta as the Academic Advisor and Ir. Lily Fauzia as the Examiner. This study aims to analyze consumer preferences for crispy tofu products in Tanjung Jati Village, Binjai District, Langkat Regency, focusing on the combination of product attributes that best match consumer preferences and the ranking of the importance of these attributes. The attributes analyzed include price, taste, appearance, texture, and packaging. The research employed a survey method with 55 randomly selected respondents. Data were collected through interviews and questionnaires, then analyzed using conjoint analysis. The results show that the Pearson correlation and Kendall’s Tau values of 0.000 < (0.05) indicate a strong relationship between estimated preferences and actual preferences. The order of importance of crispy tofu attributes according to consumers is taste (21.555%), packaging (20.872%), appearance (19.404%), texture (19.281%), and price (18.888%). The preferred combination of crispy tofu attributes according to consumers is: very savory taste, affordable price (Rp 5,000 - 10,000), highly attractive appearance, very crispy texture, and highly attractive packaging