Analisis Preferensi Konsumen terhadap Minyak Goreng Kemasan (Studi Kasus : Desa Perkebunan Teluk Panji, Kecamatan Kampung Rakyat, Kabupaten Labuhanbatu Selatan)

Abstract

Minyak goreng yang diukur dalam liter dan dikemas dalam botol, refill, dan derigen disebut minyak goreng kemasan. Minyak goreng kemasan bermerek, yang memiliki kualitas yang lebih baik daripada minyak goreng curah, dapat dibeli di toko melalui label produk, kemasan, dan merek. Tujuan dilakukannya penelitian yaitu untuk mengetahui karakteristik konsumen, atribut dan level serta urutan atribut minyak goreng kemasan. Metode analisis data uji validitas, uji reliabilitas serta analisis konjoin. Hasil studi menunjukkan bahwa: Uji validitas terhadap atribut merek, kemasan, harga, ukuran, kejernihan dan warna dinyatakan valid dilihat melalui nilai sig<0,05 dan pada uji reliabilitas semua item pernyataan dinyatakan reliabel moderat dilihat dari Cronbach’s Alpha 0,50–0,70. 1. Responden Perempuan pembeli minyak goreng kemasan terbanyak. Sebanyak 36 orang berada dalam kelompok umur 33-41. Responden dengan anggota keluarga 3-4 yang terbesar yaitu 51 orang. Konsumen terbanyak adalah responden dengan tingkat pendidikan SMP, yaitu 34 orang. Responden minyak goreng kemasan dengan jenis pekerjaan terbesar adalah konsumen ibu rumah tangga sebanyak 65 orang. Responden minyak goreng kemasan dengan pendapatan terbanyak adalah Rp2.500.000 – Rp4.000.000 berjumlah 36 orang. 2. Atribut minyak goreng kemasan yang menjadi peferensi konsumen dilihat dari nilai utility adalah ukuran 1 l, kejernihan bening, harga > Rp31.000, warna kuning keemasan, merek bimoli, kemasan botol. 3. Urutan atribut minyak goreng kemasan menurut kepentingan konsumen minyak goreng kemasan adalah ukuran, kejernihan, harga, warna, merek, dan kemasan. Diperoleh strategi bahwa ukuran adalah atribut yang paling diperhitungkan konsumen dalam membeli minyak goreng kemasan dan menjadi preferensi yang paling diperhitungkan pedagang dalam penyediaan minyak goreng kemasan. Cooking oil measured in liters and packaged in bottles, refills, and jerry cans is called packaged cooking oil. Branded packaged cooking oil, which has better quality than bulk cooking oil, can be purchased in stores through product labels, packaging, and brands. The purpose of this study was to determine consumer characteristics, attributes and levels as well as the order of attributes of packaged cooking oil. The data analysis methods were validity tests, reliability tests, and conjoint analysis. The results of the study showed that: The validity test for brand, packaging, price, size, clarity, and color attributes was declared valid as seen through a sig value <0.05 and in the reliability test, all statement items were declared moderately reliable as seen from Cronbach's Alpha 0.50–0.70. 1. Female respondents are the largest buyers of packaged cooking oil. A total of 36 people are in the 33-41 age group. Respondents with 3-4 family members are the largest, namely 51 people. The largest consumers are respondents with junior high school education, namely 34 people. Respondents of packaged cooking oil with the largest type of occupation are housewives, as many as 65 people. Respondents of packaged cooking oil with the highest income are Rp2,500,000 – Rp4,000,000 totaling 36 people. 2. The attributes of packaged cooking oil that are preferred by consumers based on utility value are 1 l size, clear clarity, price > Rp31,000, golden yellow color, Bimoli brand, bottle packaging. 3. The order of attributes of packaged cooking oil according to the interests of packaged cooking oil consumers is size, clarity, price, color, brand, and packaging. The strategy obtained that size is the attribute that consumers consider most in purchasing packaged cooking oil and is the preference that traders consider most in providing packaged cooking oil.