Consumer Preferences for Packaged Chili Brand Bu Rudy (Case Study at Pusat Oleh-Oleh Bu Rudy in Surabaya City)
1Anugrah Akbar Fitra Putra Adianti, 2Nuriah Yuliati, 3Dita Atasa
1,2,3Agribusiness Study Program, Faculty of Agriculture, UPN “Veteran” Jawa Timur, Indonesia
https://doi.org/10.47191/jefms/v6-i8-09ABSTRACT:
Fluctuating chili prices in Indonesia provide business opportunities for derivative products such as packaged chili sauce. In Surabaya City, the competition in the packaged chili sauce market is intense, including the "Bu Rudy" brand sold at Pusat Oleh-Oleh Bu Rudy. Therefore, strategic planning based on consumer preferences is needed to achieve competitive advantage. The objectives of this study are: 1) to analyze consumer preferences for the attributes of packaged chili sauce products at Pusat Oleh-Oleh Bu Rudy in Surabaya, 2) to analyze the importance and satisfaction level of the attributes of packaged chili sauce products at Pusat Oleh-Oleh Bu Rudy in Surabaya. The sampling method used purposive sampling with a total of 100 respondents. This study employed descriptive analysis, multi-attribute Fishbein, and IPA (Importance Performance Analysis). The results of the study indicate that 1) The most important attribute considered by consumers is the spicy sensation. The order of attributes in terms of attention is packaging, variety of flavors, price, product quality label, and size. ) Packaging and variety of flavors fall into Quadrant I, spicy sensation falls into Quadrant II, while price, product quality label, and size fall into Quadrant IV.
KEYWORDS:
purchasing decision, consumer preference, packaged chili sauce.
REFERENCES:
1) Algifari. (2016). Mengukur Kualitas Layanan. Cetakan ke-1. BPPFE.
2) Delila, S., Indriani, Y., & Situmorang, S. (2015). Pengambilan Keputusan Rumah Tangga dalam Membeli Saus Sambal Botol di Bandar Lampung. JIIA: Jurnal Ilmiah Ilmu Administrasi, 3(1), 100-106.
3) Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Deepublish.
4) Hasbi, A. R. (2019). Preferensi Konsumen dalam Keputusan Pembelian Produk Nugget Ayam di Kota Palopo. Agrovital: Jurnal Ilmu Pertanian, 4(1), 1-10
5) Oloruntoba, A. (Jun 1, 2023). Revenue of the sauces & spices market worldwide by country in 2019. Diakses dari https://www.statista.com/forecasts/758675/revenue-of-the-sauces-and-condiments-market-worldwide-by-country
6) Putri, V. T., & Suprapti, I. (2021). Preferensi Konsumen Sambal di Kota Surabaya dan Kabupaten Bangkalan. Agriscience, 2(1), 1–16.
7) Setiadi, N. (2010). Perilaku Konsumen: Perspektif Kontemporer Pada Motif, Tujuan, dan Kenginan Konsumen (Edisi Revisi). Jakarta: Kencana Prenada Media Group.
8) Sifaq, A., Bakti, A. P., Miranti, M. G., Wulandari, S. S., & Dewi, R. M. (2020). Nutridrink TOGA as an Alternative to Maintain Body Immunity Against Covid. IJCSE, 196, 298–303.
