Analisis Preferensi Konsumen dalam Membeli Daging Sapi di Pasar Tradisional Kabupaten Jember

Abstrak

Beef is one of the animal food ingredients that has high nutritional value. The availability of beef in traditional markets is a phenomenon that occurs in Jember Regency. Consumers who buy beef at traditional markets in Jember Regency will consider various attributes attached to beef so that consumers still choose to make purchases at traditional markets. This study aims to determine: (1) attributes of beef that are consumer preferences in traditional markets in Jember Regency; (2) the most beef attribute considered by consumers in the decision to buy beef in traditional markets in the district Jember. This research was deliberately conducted in four traditional markets in Jember Regency (Purposive Method). Sampling method using Convinience Sampling with determine respondents by Quota Sampling with a total of 60 respondents. data that are used are primary data and secondary data. The data analysis methods used are: (1) beef consumer preferences in traditional markets in Jember Regency using Chi-Square, (2) beef attribute that is most considered by respondents in district traditional markets Jember uses Fishbein multi-attributes. The results of the analysis show that: (1) Characteristics beef which is the preference of consumers in traditional markets in Jember Regency is top beef, normal beef price, brownish red meat color, and without fat.; (2) Attributes of beef considered by respondents in buying decisions beef in traditional markets in Jember Regency, successively from the most considered until less considered is the portion of meat, price, meat color, and fat content.