Analisis Preferensi Konsumen dalam Pengambilan Keputusan Membeli Produk Cokelat Olahan Kelapa Sawit

Abstract

Palm-based processed chocolate is an innovative chocolate product that uses Cocoa Butter Substitute (CBS) derived from Palm Kernel Oil (PKO) as a fat replacer, resulting in chocolate that remains smooth yet does not easily melt at room temperature. This study aims to analyze consumer preferences for various attributes of palm-based chocolate and to identify the most dominant attribute levels and combinations considered by consumers. The research location was purposively selected at the Oil Palm Science Techno Park (OPSTP) of the Indonesian Oil Palm Research Institute (PPKS) in Medan, which serves as an edu-tourism site promoting palm-based chocolate products. The data used in this study consist of both primary and secondary data. Samples were selected using an accidental sampling method, involving 96 respondents. The analytical method applied is conjoint analysis using IBM SPSS Statistics 24. The product attributes studied include type, price, size, shape, and labeling. The results show that the product type attribute is the most dominant factor considered by consumers, with the highest importance value of 27.4%, followed by label (26%), size (16.8%), shape (15%), and price (14.5%). The most preferred attribute combination among consumers is a palm-based chocolate product of the milk chocolate type, priced below Rp15,000, large-sized (over 100 grams), in bar form, and labeled with both nutritional information and legal certification.