Analysis of consumers preferences of rambutan as a leading commodity in Langsa City

Abstract

Rambutan is one of the exotic fruits that are spread throughout Indonesia. It is also one of the leading fruits and the second largest fruit product in Langsa City. The aim of this research is to identify the consumer preferences of rambutan fruit. The result can be used as a basis for farmers to produce fruits with the quality that consumers want so that the product absorption in the market can be increased which further can lead to the increasing of regional income. This research was conducted in Langsa City Market with total sample 60 consumers that were chosen through accidental sampling method. The analysis conducted using factor analysis method to see consumer preferences of rambutan fruit. The results showed that there were four aspects in consumers' preferences in which the aspect of fruit appearance had the greatest diversity value which supported by the aroma and fruit maturity as the main consideration variables.