Analisis Preferensi Konsumen Buah Nanas Madu di Kecamatan Belik Kabupaten Pemalang

Abstract

The aims of this research are to analyze the charakteristic of honey pineapple consumers and to analyze the preferences of honey pineapple consumers in Belik Sub-district. The research was conducted in Belik Sub-district on March-June 2020. The research location was determined by purposive method. The research was used a survey method with 100 respondents as the sample who were selected using accidental sampling. Descriptive analysis and conjoint analysis were used in this research. The result of the research showed that consumers prefers honey pineapple which has >Rp3.500-Rp4.500 of price, yellow skin color, sweet taste and fruit-shaped cut. The most important attribute in honey pineapple for consumers was the taste.