Analisis Preferensi Konsumen Terhadap Pembelian Keripik Buah Salak (Salacca Zalacca) di Kota Medan

Abstract

This research aims to identify the attributes of salak fruit chips that are prioritized by consumer preferences and to identify the best combination of attributes that are most favored. This research is motivated by the potential of salak fruit as one of the horticultural commodities with abundant production in North Sumatra, yet its utilization as processed products like salak fruit chips is still not optimal. The sampling method was conducted using accidental sampling with a total of 100 respondents who had purchased or consumed salak fruit chips in Medan City. Data were analyzed using the conjoint analysis method to determine the utility value and importance value for each product attribute being studied. The research results show that the product attributes that are the main preference for consumers are salak chips priced at less than Rp 25,000 per 50 grams, with a clear brand, packaged using foil pouches to maintain product quality, and equipped with health labels such as MUI Halal certification and BPOM. Additionally, health label attributes are known to be the most considered factor in the purchasing decision.