Analisis persepsi dan preferensi konsumen terhadap Jeruk Keprok Garut di Kabupaten Garut, Jawa Barat

Abstract

In 1980 Jeruk Keprok Garut became the best local orange comodity and either had good quality and competitiveness with Jeruk Pontianak and Jeruk Medan. Jeruk Keprok Garut started to be less known by Indonesian after infected by Citrus Vein Phloem Degeneration (CVPD) and erupted of Gunung Galunggung in Tasikmalaya. And The Huge number of imported Orange in our market was supporting the reason why Jeruk Keprok Garut were being less known by local community (Indonesian).This study/research is intended to investigate the consumer characters, consumer perception and consumer preference toward Jeruk Keprok Garut. Based on the investigation, we obtained some conclusion that consumer characteristics were mostly women, especially who lived in the Districts around the City Center, who were have age around 25-35 years old, married and working with income of above Rp 2 000 000, Consumer was seeing that Jeruk Keprok Garut has a taste of fresh sweet with a little of acidity. It has high water content, clean yellow-green skin, fresh and strong aroma. The price was also relatively affordable and easily found in around Garut City Center (urban areas). Consumer preferences is measured by the Method of Conjoint, which shows that consumer are more inclined to chooseJeruk Keprok Garut with combinations of low price attributes that have range at the lowest price in the market of Rp 13 000- Rp 17 000 per kilogram, sweet taste, watery, and fresh aroma.