Preferensi Konsumen terhadap Atribut Produk Sosis Siap Makan di Wilayah Jabodetabek

Abstract

Perubahan gaya hidup masyarakat perkotaan mendorong meningkatnya konsumsi makanan praktis dan siap konsumsi, termasuk sosis siap makan. Penelitian ini bertujuan mendeskripsikan karakteristik konsumen, proses pengambilan keputusan pembelian, dan preferensi konsumen terhadap kombinasi atribut sosis siap makan di wilayah Jabodetabek. Penelitian menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada konsumen sosis siap makan. Data dianalisis menggunakan analisis deskriptif dan analisis konjoin. Hasil penelitian menunjukkan bahwa konsumen didominasi perempuan usia muda yang memilih produk karena praktis dan mudah dikonsumsi. Konsumen mempertimbangkan rasa, harga, merek, label halal, dan informasi produk dalam pembelian. Hasil analisis konjoin menunjukkan bahwa label halal menjadi atribut yang paling dipertimbangkan, diikuti merek, informasi produk, rasa, dan harga. Kombinasi atribut yang paling disukai adalah sosis dengan varian rasa, harga terjangkau, merek top brand, berlabel halal, dan memiliki informasi produk lengkap.

Changes in urban lifestyles have driven an increase in the consumption of convenient and ready to eat food, including ready to eat sausages. This study aimed to describe consumer characteristics, the purchase decision making process, and consumer preferences for attribute combinations of ready to eat sausages in the Jabodetabek area. A quantitative approach was employed through questionnaire distribution to ready to eat sausage consumers. Data were analyzed using descriptive analysis and conjoint analysis. The results revealed that consumers were predominantly young women who chose products based on their practicality and ease of consumption. Consumers considered taste, price, brand, halal label, and product information in their purchasing decisions. The conjoint analysis results indicated that the halal label was the most important attribute, followed by brand, product information, taste, and price. The most preferred attribute combination was a sausage with flavor variants, an affordable price, a top brand label, a halal label, and complete product information.