Analisis untuk Menentukan Perbaikan Atribut Permen

Abstract

The National Agency of Drug and Food Control (BPOM2006) classifies food into sixteen categories, one of them is candy. Consumer loyalty of candy is very low. Candy consumers are not fanatic type of consumers who will pursue the product want, thus many brands of candy are easyly found in the market and also easy to be lost from it. The liking rate of candy is affected by attributes which can be controlled well by manufacturers. This study takes students of junior high school as the respondents by purpossive method and use central location test (CLT) for collecting data. The evaluation candies are the new candy that is compared by “biru” candy, “hijau” candy, “kuning” candy, and “merah”candy”. Thurstone method rank the attributes which affect respondents assessment to a product. Penalty Analysis is used to set effect of attribute that has less optimal value in hedonic scale of a product. Attributes with high ranks are the important attributes and attributes which have percentages of JARTL and JARTM more than 20% are attributes which need attention from the manufacturers to be fixed. The new candy that has not been available on the market has size and thickness as the attributes that is stake by consumer and it is performed likely “merah” candy (candy from other companies). “Biru” candy that was in the market is liked by consumers because its propet size and chewiness. Analysis using Thurstone method for “hijau” candy shows that chewiness, texture, and size are dominant attributes which influence the consumers perception for choosing that candy. Then, analysis in “kuning” and “merah” candies show that the principal attribute of both is colour. But, the result of penalty analysis shows that the colour of both is important to be fixed.