Analisis Preferensi Konsumen terhadap Atribut Produk Minuman Susu Mbok Darmi

Abstract

Industri makanan dan minuman menghadapi persaingan yang semakin kompetitif sehingga perusahaan dituntut untuk terus menyesuaikan strategi agar tetap mampu bersaing. Penelitian ini bertujuan menganalisis proses keputusan pembelian, preferensi konsumen, serta rekomendasi pemasaran bagi Susu Mbok Darmi. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap konsumen Susu Mbok Darmi, dianalisis menggunakan analisis deskriptif dan analisis konjoin. Hasil penelitian menunjukkan keputusan pembelian dipengaruhi oleh kebutuhan minuman siap konsumsi, informasi dari media sosial dan food delivery, pertimbangan harga dan rasa, serta pembelian tidak terencana melalui gerai. Atribut yang paling dipertimbangkan adalah harga, diikuti varian rasa, kandungan gula, dan ukuran kemasan. Kombinasi atribut yang paling disukai adalah harga Rp15.000–Rp20.000, varian Premium, ukuran Tiny, dan gula normal. Rekomendasi strategi pemasaran diarahkan melalui komunikasi atribut produk berdasarkan preferensi konsumen, penguatan daya tarik varian premium dan informasi kandungan gula, inovasi kemasan yang mendukung konsep convenience food product, serta memperluas penetrasi pasar pada segmen pelajar dan mahasiswa.

The food and beverage industry faces an increasingly competitive market environment, requiring firms to continuously adapt their strategies to remain competitive. This study aims to analyze the consumer decision-making process, consumer preferences, and marketing recommendations for Susu Mbok Darmi. A quantitative approach was employed through a survey of Susu Mbok Darmi consumers, data were analyzed using descriptive and conjoint analyses. The results show that purchasing decisions are influenced by the need for ready-to-drink beverages, information from social media and food delivery platforms, price and taste considerations, and unplanned purchases through physical outlets. Price was identified as the most important attribute, followed by flavor variants, sugar content, and packaging size. The most preferred product combination consisted of a price range of IDR 15,000–20,000, premium flavor variant, tiny package size, and normal sugar level. Marketing recommendations focus on communicating product attributes, enhancing the appeal of premium variants and information on sugar content, and targeting student market segments.