Persepsi dan Preferensi Konsumen Terhadap Jenang Kudus

Abstract

Jenang kudus merupakan makanan tradisional khas Kabupaten Kudus yang menghadapi persaingan di tengah beragamnya pilihan produk pangan. Penelitian ini bertujuan menganalisis karakteristik, persepsi, dan preferensi konsumen terhadap jenang kudus. Responden penelitian adalah konsumen berusia minimal 18 tahun yang pernah membeli dan mengonsumsi jenang kudus. Sampel ditentukan menggunakan metode non-probability sampling dengan teknik purposive sampling, sehingga diperoleh 127 responden. Data dikumpulkan melalui kuesioner daring dan luring, kemudian dianalisis menggunakan analisis deskriptif kuantitatif, multiatribut Fishbein, dan konjoin. Hasil analisis Fishbein menunjukkan bahwa sikap konsumen terhadap jenang kudus tergolong tinggi, dengan nilai Ao total 125,67. Rasa memiliki nilai sikap tertinggi, sedangkan promosi/iklan terendah. Hasil analisis konjoin menunjukkan bahwa rasa merupakan atribut paling dipertimbangkan, diikuti harga, tekstur, daya simpan, dan kemasan. Kombinasi atribut yang paling disukai adalah rasa manis, tekstur lembut, daya simpan 1–2 bulan, harga Rp50.000/kg, dan kemasan box karton.

Jenang kudus is a traditional food originating from Kudus Regency that faces competition amid the growing variety of food products. This study aimed to analyze consumer characteristics, perceptions, and preferences toward jenang kudus. The respondents were consumers aged 18 years or older who had purchased and consumed jenang kudus. The sample was selected using a non-probability sampling method with a purposive sampling technique, resulting in 127 respondents. Data were collected through online and offline questionnaires and analyzed using quantitative descriptive analysis, the Fishbein multi-attribute model, and conjoint analysis. The Fishbein analysis showed that consumers’ attitudes toward jenang kudus were categorized as high, with a total Ao score of 125.67. Taste had the highest attitude score, while promotion/advertising had the lowest. The conjoint analysis revealed that taste was the most important attribute, followed by price, texture, shelf life, and packaging. The most preferred combination of attributes was a sweet taste, soft texture, a shelf life of 1–2 months, a price of IDR 50,000 per kilogram, and cardboard box packaging.