ANALISIS PREFERENSI KONSUMEN TERHADAP PRODUK TEH CELUP HITAM DI KECAMATAN WONOGIRI

Authors

  • Bambang Ady Pratama Universitas Veteran Bangun Nusantara
  • Yoesti Silvana Arianti Universitas Veteran Bangun Nusantara
  • Agung Setyarini Universitas Veteran Bangun Nusantara

DOI:

https://doi.org/10.32585/jase.v3i2.4657

Abstract

Penelitian ini bertujuan untuk (1) Mengetahui urutan pengaruh atribut terhadap daya beli konsumen produk merek/brand teh celup hitam (2) Mengetahui preferensi konsumen terhadap beberapa brand/merek produk teh celup hitam. Metode dasar yang digunakan dalam penelitian ini adalah deskriptif kuantitatif, Pengambilan sampel menggunakan metode acidental sampling dengan teknik observasi, wawancara, kuesioner dan dokumentasi. Penelitian ini menggunakan teknik acidental sampling karena memperhatikan pertimbangan tertentu yang kemungkinan akan dihadapi pada saat penelitian, jumlah sampel yang akan diambil dalam penelitian ini sebanyak 100 responden. Penelitian ini berlokasi di Kecamatan Wonogiri Kabupaten Wonogiri. Hasil dari penelitian ini dapat disimpulkan bahwa terdapat perbedaan preferensi atribut rasa, harga, aroma, warna, merek, dan desain kemasan teh celup hitam. Konsumen dalam melakukan pembelian teh celup hitam di beberapa merek/brand Tongji, Sariwnagi dan Sosro memiliki perbedaan preferensi atau terdapat perdebaan keputusan.

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Published

2023-10-30

How to Cite

Ady Pratama, B., Arianti, Y. S., & Setyarini, A. (2023). ANALISIS PREFERENSI KONSUMEN TERHADAP PRODUK TEH CELUP HITAM DI KECAMATAN WONOGIRI. Journal of Agribusiness, Social and Economic, 3(2), 71–82. https://doi.org/10.32585/jase.v3i2.4657

Issue

Vol. 3 No. 2 (2023)

Section

Articles

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