| dc.description.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 | en_US |
