PREFERENSI KONSUMEN SAMBAL DI KOTA SURABAYA DAN KABUPATEN BANGKALAN

Abstract

Sambal is a processed food made from peppers that the public loved a lot. This makes sambal's producers must determine the right strategy in meeting consumer demand of sambal. The purpose of this research is to find out the attributes consumers consider and the impact of sambal attributes in making sambal purchase decisions in Surabaya and Bangkalan. The sample taken by convenience technic and will be about 140 peoples. This research used description analysis for the first purpose and conjoint analysis for the second purpose. Result of the research indicated that (1) the characteristics of consumers of sambal in Surabaya City and Bangkalan Regency are mostly women aged 18-25 years with the latest high school education. Have a student status with income