Preferensi Konsumen dalam Menentukan Pembelian Produk Telur Liquid di CV Global Buwana Farm

Abstract

CV Global Buwana Farm merupakan perusahaan peternakan ayam petelur yang belum memanfaatkan telur retak secara optimal, namun masih layak dikonsumsi dan berpotensi diolah menjadi telur liquid. Penelitian ini bertujuan menganalisis preferensi konsumen, nilai tambah, kelayakan finansial, dan strategi pemasaran produk telur liquid. Hasil penelitian menunjukkan bahwa atribut yang paling memengaruhi preferensi konsumen adalah ukuran 37,207%, diikuti harga 23,243%, warna 22,344%, dan kemasan 17,206%, dengan kombinasi produk yang paling disukai berupa ukuran 1.000 ml, harga Rp30.000/liter, warna cerah, dan kemasan jerigen. Pengolahan telur retak menjadi telur liquid menghasilkan nilai tambah Rp10.500/liter dengan rasio 38,50%. Usaha ini layak dikembangkan dengan, BEP Rp20.757/ liter, 2.223 liter/tahun atau Rp46.142.811/tahun, serta laba bersih setelah pajak Rp232.314.750/tahun. Strategi pemasaran yang direkomendasikan adalah menyasar industri pangan, bakery, UMKM makanan, dan HORECA melalui peningkatan kualitas produk, promosi digital, dan perluasan distribusi.

CV Global Buwana Farm is a layer chicken farm that has not yet optimally utilized cracked eggs, which are still safe for consumption and have the potential to be processed into liquid egg products. This study aims to analyze consumer preferences, added value, financial feasibility, and marketing strategies for liquid egg products. The results show that the attribute most influencing consumer preferences is size 37.207%, followed by price 23.243%, color 22.344%, and packaging 17.206%. The most preferred product combination consists of a 1,000 ml size, a price of Rp30,000 per liter, a bright color, and jerry can packaging. Processing cracked eggs into liquid eggs generates an added value of Rp10.500 per liter, with a ratio of 38,50%. This business is viable for development, with a break-even point (BEP) of Rp20.757 per liter, 2.223 liters per year or Rp46.142.811 per year, and a net profit after tax of Rp232.314.750 per year. The recommended marketing strategy is to target the food industry, bakeries, food-related SMEs, and the HORECA sector through product quality improvement, digital promotion, and distribution expansion.