Analisis Preferensi Konsumen terhadap Jagung Manis Bakar di Kota Medan

Abstract

Sweet corn is a vegetable commodity in the form of cobs that needs to be consumed shortly after harvest to prevent the sugar content from decreasing. Its sweet taste and high nutritional value have led to high demand, including in processed food forms such as grilled sweet corn. This study aims to identify the characteristics of grilled sweet corn consumers, determine the order of importance of grilled sweet corn attributes based on consumer preferences, and analyze the combination of attribute levels that best match consumer preferences for grilled sweet corn in Kota Medan. The research area was determined purposively, namely in Kota Medan. The data used in this study consisted of primary and secondary data. The sampling method used was Non-Probability Sampling with an Accidental Sampling technique, involving 40 respondents. The data analysis methods applied were Descriptive Analysis and Conjoint Analysis. The results showed that the general characteristics of grilled sweet corn consumers in Kota Medan are predominantly male, aged between 20–30 years, with a majority having a senior high school education background, most working as students, and earning between IDR 3,000,000 – IDR 5,000,000. The order of importance of sweet corn attributes according to consumers is as follows: the first is taste (36.38%), followed by price (17.94%), doneness after grilling (15.92%), pengemasan (15.64%), and corn size (14.09%). The most preferred combination of attribute levels according to consumer preferences is medium-sized grilled sweet corn, with a sweet and spicy taste, perfectly grilled, shredded, and priced at IDR 10,000.