Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/156789
Title: | Preferensi Konsumen untuk Pengembangan Pasar Sayur Hidroponik Bayam Hijau di Sae Garden Hydrofarm Specialist |
Other Titles: | Consumer Preferences for Market Development of Green Spinach Hydroponic Vegetable at Sae Garden Hydrofarm Specialist |
Authors: | Fathin, Safira Sitorus, Jevania Tabita |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Penelitian ini bertujuan untuk mengetahui karakteristik konsumen serta proses pengambilan keputusan, menganalisis preferensi konsumen dan urutan atribut yang dipertimbangkan oleh konsumen serta menerapkan perbaikan atribut untuk meningkatkan penjualan. Sampel penelitian 40 responden dengan menggunakan metode purposive sampling. Atribut pada penelitian ini menggunakan atribut fisik daun, harga, kesegaran dan kemasan. Metode yang digunakan dalam penelitian adalah analisis dekriptif, analisis chi-square, analisis multiatribut fishbein. Hasil dari penelitian menunjukkan preferensi konsumen sayur bayam hijau hidroponik adalah dengan fisik daun lebar, tidak berlubang, hijau muda, harga <Rp8.000,00, segar <3 hari dan kemasan plastik. Urutan atribut yang
paling dipertimbangkan adalah kesegaran, fisik daun, harga dan kemasan. Atribut yang telah dievaluasi dapat diperbaiki untuk meningkatkan penjualan. This study aims to determine consumer characteristics and decision-making processes, analyze consumer preferences and the order of attributes considered by consumers and apply attribute improvements to increase sales. The research sample was 40 respondents using purposive sampling method. Attributes in this study used physical attributes of leaves, price, freshness and packaging. The methods used in the research are descriptive analysis, chi-square analysis, fishbein multiattribute analysis. The results of the study show that consumer preferences for hydroponic green spinach vegetables are with wide physical leaves, no holes, light green, prices <Rp8,000.00, fresh <3 days and plastic packaging. The order of the most considered attributes are freshness, physical leaves, price and packaging. The evaluated attributes can be improved to increase sales. |
URI: | http://repository.ipb.ac.id/handle/123456789/156789 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
cover_J0310201024_95032caa2c1e4d2cbbfd770baf162d40.pdf | Cover | 3.07 MB | Adobe PDF | View/Open |
fulltext_J0310201024_ee30e80262e6415094abe41c8d44c0c6.pdf Restricted Access | Fulltext | 8.07 MB | Adobe PDF | View/Open |
lampiran_J0310201024_2e48c7b9c3864b6ab858dabeba1a1f33.pdf Restricted Access | Lampiran | 2.94 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.