Analisis Preferensi Konsumen terhadap Karakteristik Karkas Broiler dalam Menghadapi Fluktuasi Harga di TPA XYZ

Abstract

Fluktuasi harga ayam ras pedaging dapat menggeser preferensi konsumenterhadap atribut karkas dalam proses pembelian. Penelitian ini bertujuanmenganalisis preferensi konsumen terhadap karakteristik karkas broiler padakondisi harga normal dan harga naik di TPA XYZ. Penelitian dilaksanakan April–Juni 2026 melibatkan 24 responden dengan metode total sampling. Datadikumpulkan melalui wawancara berbasis stimuli visual dengan desain ortogonal dan diolah menggunakan analisis konjoin pada IBM SPSS Statistics. Atribut yangdianalisis meliputi ukuran, keutuhan, perubahan warna, dan kebersihan karkas. Saat harga normal, perubahan warna mendominasi preferensi dengan Nilai Penting Relatif 44,202% dengan kombinasi terbaik karkas kecil, utuh, bebasmemar, dan bebas bulu tunas. Saat harga naik, preferensi terdistribusi lebih meratadengan ukuran karkas meningkat menjadi NPR 25,982% dan kombinasi terbaikberalih ke karkas besar, utuh, sedikit memar non dada, dan bulu tunas dada. Pergeseran ini menunjukkan konsumen semakin kalkulatif dalam mengevaluasi nilai produk seiring kenaikan harga.

Broiler price fluctuations can shift consumer preferences toward carcass attributesin purchasing decisions. This study aimed to analyze consumer preferences for broiler carcass characteristics under low-price and high-price conditions at Slaughterhouse XYZ. The research was conducted in April–June 2026 involving24 respondents selected by total sampling. Data were collected through visual stimuli-based interviews with orthogonal design and analyzed using conjoint analysis in IBM SPSS Statistics. Attributes analyzed included carcass size, integrity, color change, and cleanliness. Under low-price conditions, color changedominated preferences with an RIV of 44.202%, with the best combination being a small, intact, bruise-free, and feather-free carcass. Under high-price conditions, preferences distributed more evenly, with carcass size increasing to 25.982%andthe preferred combination shifting to a large, intact carcass with slight non-breast bruising and breast pin feathers. This shift indicates consumers becomeincreasingly calculative in evaluating product value as prices rise.