Analisis Peluang Pasar Sayuran Berpendingin Berbasis Minat Beli dan Preferensi Konsumen Pada Masa Pandemi Covid-19

Abstract

Sulitnya distribusi pangan seperti sayuran pada masa pandemi Covid-19 membuat permintaan dan pasokan pangan sayuran tidak seimbang yang berujung pada terbuangnya sayuran, sehingga perlu penanganan yang tepat pada sayuran karena bersifat mudah rusak dengan cold chain system. Tetapi ada biaya tambahan bagi konsumen karena penerapan cold chain system perlu biaya yang tinggi. Penelitian ini dilakukan untuk mengukur permintaan konsumen pada sayuran berpendingin agar diketahui peluang pasarnya pada masa pandemi Covid-19. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen sayuran berpendingin; menganalisis pengaruh persepsi, sikap, dan preferensi terhadap minat beli sayuran berpendingin; dan menganalisis preferensi konsumen pada sayuran berpendingin. Sampel penelitian ini sebanyak 385 orang yang tersebar di Provinsi DKI Jakarta dengan metode penentuan sampelnya yaitu non-probability sampling jenis convenience sampling. Diolah dengan analisis Structural Equation Modeling-Partial Least Square (SEM-PLS) dan analisis konjoin. Hasil penelitian ini akan menjadi rekomendasi bagi para akademisi, pelaku usaha, petani, dan pemerintah agar tercipta sinergi strategis, sehingga tujuan dan manfaat penelitian dapat dicapai.

Kata kunci: minat beli, preferensi, sayuran berpendingin, SEM-PLS

The difficulty of food distribution such as vegetables during the Covid-19 pandemic made the demand and supply of vegetable unbalanced. So, it needs proper handling of vegetables because it is perishable by the cold chain system. However, there are additional costs for consumers because a cold chain system requires high costs. This research was conducted to measure consumer demand for cold vegetable products in order to know the market opportunities during the Covid-19 pandemic. This research aims to identify the characteristics of cold vegetable consumers; analyzing the influence of perceptions, attitudes, and preferences on purchase intention in cold vegetables; and analyzing consumer preferences for cold vegetables. The sample of this research was 385 people who were spread in DKI Jakarta Province with the method of determining the sample is non-probability sampling type convenience sampling. This research uses Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis and conjoint analysis. The results of this research will be a recommendation for academics, business actors, farmers, and the government to create strategic synergies, so that the objectives and benefits of this research can be achieved.

Keywords: cold vegetables, preference, purchase intention, SEM-PLS