Preferensi Konsumen terhadap Produk Cookies Mocaf di Jabodetabek

Abstract

Perubahan gaya hidup sehat di masyarakat mendorong peningkatan konsumsi makanan yang lebih sehat, termasuk pada camilan, khususnya yang kaya serat dan bebas gluten. Cookies berbahan dasar mocaf dapat memenuhi kebutuhan tersebut sekaligus menjadi alternatif cookies terigu. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, proses pengambilan keputusan pembelian, dan preferensi konsumen terhadap produk cookies mocaf. Data dikumpulkan secara online pada Gen Z dan Milenial (15-44 tahun) di Jabodetabek, lalu dianalisis menggunakan deskriptif crosstab dan konjoin. Dari 172 responden, diperoleh mayoritas responden adalah pelajar dan pembelian dilakukan secara online, serta hasil kombinasi atribut cookies mocaf yang disukai adalah rasa cokelat, tekstur crunchy (renyah), harga Rp20.000-Rp40.000, memiliki klaim kandungan nutrisi kaya serat, dan terdapat informasi sertifikasi gluten free. Urutan atribut berdasarkan tingkat kepentingannya adalah rasa, informasi sertifikasi gluten free, klaim kandungan nutrisi, tekstur, dan harga. Produsen perlu memperbanyak produksi rasa cokelat, menambah sertifikasi gluten free, memaksimalkan promosi, dan mempertimbangkan hasil penelitian ini untuk pengembangan produk.

Changes in healthy lifestyles in society have led to an increase in the consumption of healthier foods, including snacks, particularly those that are high in fiber and gluten-free. Mocaf-based cookies can meet these needs while also serving as an alternative to wheat cookies. This study aims to analyze consumer characteristics, purchasing decision-making process, and consumer preferences for mocaf cookies. Data was collected online among Gen Z and Millennials (15–44 years) in Jabodetabek, then analyzed using descriptive crosstabs and conjoint analysis. Out of 172 respondents, the majority were students and purchases were made online. The preferred combination of mocaf cookie attributes was chocolate flavor, crunchy texture, priced range of Rp20,000 - Rp40,000, claims of high fiber content, and gluten-free certification information. The order of attributes based on their importance is taste, gluten-free certification information, nutritional content claims, texture, and price. Manufacturers should increase production of chocolate flavor, add gluten-free certification, maximize promotions, and consider the results of this study for product development.