Persepsi, Preferensi, dan Perilaku Konsumen Mahasiswa Program Sarjana IPB University terhadap Naget Ayam Frozen

Abstract

Perkembangan gaya hidup modern meningkatkan konsumsi pangan praktis, termasuk frozen food seperti naget ayam frozen di kalangan mahasiswa. Penelitian ini bertujuan mengidentifikasi karakteristik, pengetahuan, persepsi, preferensi, dan perilaku mahasiswa program sarjana IPB University terhadap naget ayam frozen serta menganalisis hubungan antarvariabel tersebut. Penelitian dilakukan melalui survei menggunakan kuesioner dan wawancara, kemudian dianalisis menggunakan uji Rank Spearman dan Chi-Square. Hasil penelitian menunjukkan bahwa mahasiswa memiliki tingkat pengetahuan yang baik mengenai naget ayam frozen, mempersepsikannya sebagai pangan yang mudah diperoleh, serta lebih menyukai naget ayam frozen bermerek. Selain itu, terdapat hubungan yang signifikan antara karakteristik responden dengan persepsi, preferensi, dan perilaku konsumsi naget ayam frozen.

The development of modern lifestyles has increased the consumption of practical foods, including frozen foods such as frozen chicken nuggets among university students. This study aimed to identify the characteristics, knowledge, perceptions, preferences, and consumption behavior of undergraduate students at IPB University regarding frozen chicken nuggets, as well as to analyze the relationships among these variables. The study was conducted using a survey method through questionnaires and interviews, and the data were analyzed using Spearman’s Rank Correlation and Chi-Square tests. The results of the study indicate that college students have a good level of knowledge about frozen chicken nuggets, perceive them as a readily available food, and prefer branded frozen chicken nuggets. In addition, there is a significant relationship between the respondents’ characteristics and their perceptions, preferences, and consumption behavior regarding frozen chicken nuggets.