ANALISIS PREFERENSI, POLA KONSUMSI DAN PERMINTAAN TEH CELUP KONSUMEN RUMAH TANGGA DI PASAR MODERN KOTA BANDAR LAMPUNG

Abstract

This study aims to analyze the preferences, consumption patterns, and demand for tea bags of household consumers in the modern market of Bandar Lampung City. The research was conducted in the modern markets of Chandra, Super Indo, Indo Wholesale, Fitrinope, Surya, and Transmart. This study used a survey method and took 66 household consumers as respondents by accidental sampling in December 2021. Furthermore, we used conjoint and multiple linear regression analyses as analytical methods. The results showed that consumers' most preferred tea bags were tea bags with the aroma of black tea, brownish red color, worth less than IDR 7,500/pack, and containing 25 tea bags per pack. The product attributes that are considered the most important are aroma, color, price, and size. The consumption of teabags by household consumers is 37.15 bags/month, with a consumption frequency of 4-12 times a month. Teabags are consumed using granulated sugar, and the reason for consuming teabags is a distinctive aroma with no pulp. Factors that significantly influence the demand for tea bags are household income and the number of family members.