Analysis of Consumer Preferences in Purchasing Goat Milk in Hamparan Perak District, Deli Serdang Regency

Abstract

BESTWIN ALFREDO GURUSINGA. Analysis of Consumer Preferences in Purchasing Goat Milk in Hamparan Perak District, Deli Serdang Regency, (Supervised by FUAD HASAN and ARMYN HAKIM DAULAY). Goat milk is one of the dairy products that is widely known for its health benefits that are claimed to be superior to cow's milk. Consumer preference for goat milk is influenced by intrinsic and extrinsic factors. This study aims to determine the level of consumer preference, identify consumer characteristics that play a role in purchasing goat milk, and determine the factors that influence consumers' decisions to purchase goat milk. This study was conducted in April-May 2025 in Hamparan Perak District, Deliserdang Regency. The sample was determined using the Judgemental sampling method with a sample size of 30 respondents. Data collection methods consisted of primary data (observation and questionnaires) and secondary data. Data analysis used chi-square analysis and Likert scale analysis. The results showed that the characteristics of respondents in purchasing goat milk in Hamparan Perak District included gender, education level, age, and frequency of purchase. The majority of goat milk purchases are made by housewives. The respondents’ education levels vary, with the highest proportion having completed Senior High School. The highest frequency of purchasing goat milk was twice a week. This shows that consumer characteristics play an important role in the decision to purchase goat milk in Hamparan Perak District.