Preferensi Konsumen terhadap Buah-Buahan Lokal di Kota Medan

Abstract

This research aims (1) To find out how local fruits that become consumer tastes. (2) To determine which attributes and attribute levels are most considered in the decision to buy local fruits in Medan City. The sample of this research is the public or consumers of local fruits in Medan City. Data analysis method used is conjoin analysis method. The results showed that if citrus fruits are the most preferred fruits by consumers are citrus fruits with normal price (15,001-20,000/kg), sweet taste, round shape, with orange skin color and big size. The Utility Estimate value of the majority of samples chose the attributes considered flavor, shape and price. Mango fruit consumers choose the attributes considered, namely taste, color, and shape. Watermelon fruit consumers choose the attributes considered, namely taste, shape, and price. Papaya fruit consumers choose the attributes considered, namely taste, color, and price. Banana fruit consumers choose the attributes considered, namely taste, shape, and price. Pearson's R and Kendall's tau correlation values for each local fruit get significant results. This means that the actual assessment and assessment based on the estimation results have a relationship.