Analisis Preferensi Konsumen terhadap Atribut Produk Gula Aren Cair pada CV Tiga Jaya

Abstract

CV Tiga Jaya memiliki kapasitas produksi gula aren cair 7000 unit per bulan, namun penjualan business-to-business (B2B) menurun hingga 881 unit pada September 2025, sehingga diperlukan perluasan pasar ke segmen business-to-consumer (B2C) di Jabodetabek. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis preferensi terhadap atribut produk, serta menilai kelayakan finansial. Data dikumpulkan dari 100 responden melalui rumus Lemeshow dengan sampling purposive non-probability, kemudian dianalisis menggunakan metode deskriptif, uji validitas-reliabilitas, analisis konjoin full profile enam belas stimuli, dan R/C rasio. Konsumen didominasi perempuan (54%) berdomisili di Bekasi dan Jakarta dengan pengeluaran menengah ke atas. Harga menjadi atribut paling dipertimbangkan (24,401%), diikuti kekentalan, volume, warna, dan kemasan. Profil produk optimal: harga Rp40.000, warna cokelat gelap, kekentalan kental, kemasan botol kaca, volume 450 ml. R/C rasio 1,30 mengonfirmasi kelayakan usaha pada segmen B2C.

CV Tiga Jaya has a liquid palm sugar production capacity of approximately 7.000 units per month, yet business-to-business (B2B) sales declined to 881 units in September 2025, necessitating market expansion into the business-to-consumer (B2C) segment in Jabodetabek. This study identifies consumer characteristics, analyzes preferences for product attributes, and assesses financial feasibility. Data were collected from 100 respondents using the Lemeshow formula through purposive non-probability sampling, then analyzed with descriptive methods, validity-reliability tests, full-profile conjoint analysis with sixteen stimuli, and R/C ratio analysis. Consumers are dominated by females (54%) residing in Bekasi and Jakarta with middle-to-upper spending levels. Price is the most considered attribute (24,401%), followed by viscosity, volume, color, and packaging. The optimal profile: Rp40.000, dark brown color, thick viscosity, glass bottle packaging, 450ml volume, an R/C ratio of 1,30 confirms B2C feasibility.