Analisis dan Pemetaan Preferensi Konsumen terhadap Mi Goreng Instan di Wilayah Jabodetabek

Abstract

Mi goreng merupakan varian mi instan yang banyak diminati masyarakat Indonesia. Penelitian bertujuan memperoleh data preferensi konsumen di wilayah Jabodetabek terkait penilaian kepentingan dan kinerja atribut produk, prioritas perbaikan atribut produk, atribut produk yang sesuai dengan harapan responden, gambaran produk ideal, profil sensori produk mi goreng beserta intensitasnya, dan tingkat kesukaan konsumen yang dapat digunakan oleh produsen sebagai acuan dalam pengembangan produk mi goreng instan di masa depan. Metode uji yang digunakan yaitu, Importance Performance Analysis (IPA), gap analysis, serta uji sensori dengan metode Check-All-That-Apply (CATA), Rate-All-That-Apply (RATA), dan rating hedonik. Sampel uji berupa mi goreng instan brand terpilih varian rasa original, ayam bakar limau, dan korean cheese buldak. Hasil uji IPA menunjukkan bahwa atribut aroma dan varian rasa merupakan atribut dengan prioritas utama. Hasil uji gap analysis menunjukkan bahwa atribut ‘ketersediaan di pasaran’ Mie Sedaap goreng mampu memuaskan responden. Berdasarkan metode CATA, atribut sensori rasa asam, aroma cabai, dan warna kuning kemerahan dinilai ideal oleh panelis. Berdasarkan metode gabungan CATA dan RATA, sampel original didominasi oleh warna kuning kecoklatan, rasa umami, mouthfeel bawang, dan aftertaste bawang. Sampel ayam bakar limau didominasi oleh aroma daun jeruk, mouthfeel daun jeruk, dan aftertaste daun jeruk. Sampel korean cheese buldak didominasi oleh aftertaste pedas, mouthfeel pedas, aroma keju, dan warna kuning kemerahan. Ayam bakar limau merupakan varian dengan tingkat kesukaan paling tinggi menurut hasil uji rating hedonik.

Fried noodle is a popular variant of instant noodles in Indonesia. The study aims to obtain data about consumer preferences in Jabodetabek which consist of rating importance and performance of product attributes, the priority of product attribute improvement, product attributes that are able to satisfy respondents’expectations, descriptions of ideal products, sensory profile and its intensity, and preference level of the product which can be used as a reference for instant fried noodle product development. The method used consists of Importance Performance Analysis (IPA), gap analysis, and sensory testing using the Check-AllThat-Apply (CATA), Rate-All-That-Apply (RATA), and hedonic rating methods. The samples were selected brand of instant fried noodle in original, lime roasted chicken, and korean cheese buldak flavor The IPA test shows that aroma and flavor variant are the top priority attributes. The gap analysis test shows that the 'availability in the market' attribute of fried Sedaap noodles is able to satisfy respondents. Based on the CATA method, sour taste, chili aroma, and reddish yellow color are considered ideal by panelists. Based on the combined of CATA and RATA methods, the original sample was dominated by brownish yellow color, umami flavor, onion mouthfeel, and onion aftertaste. The lime grilled chicken sample was dominated by lime leaf aroma, lime leaf mouthfeel, and lime leaf aftertaste. The korean cheese buldak sample was dominated by spicy aftertaste, spicy mouthfeel, cheese aroma, and reddish yellow color. Lime grilled chicken has the highest level of liking according to the hedonic rating test result