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All Journal JAM : Jurnal Aplikasi Manajemen
Tika Cahyanti
Mahasiswa Departemen Manajemen FEM Institut Pertanian Bogor
Decision Sciences, Operations Research & Management

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Analisis Preferensi Konsumen terhadap Atribut Yogurt Drink (Studi Kasus Kota Bogor Jawa Barat) Tika Cahyanti; Mukhamad Najib
Jurnal Aplikasi Manajemen Vol 14, No 1 (2016)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (127.707 KB) | DOI: 10.18202/jam23026332.14.1.19

Abstract

Yoghurt is a dairy product that currently being developed. It can be proven by many options of yogurt product competes each other, therefore yoghurt producer has to know consumers’ desires and needs. This study aims to identify the characteristics of consumer, identify buying decision process of consumer, analyze preferences and segmentation of consumer based on attribute importance weights. The research methods are using descriptive analysis, conjoint analysis, and cluster analyzes. The examined attributes are flavor, packaging, pricing, and volume/content of yoghurt. The result shows that flavor is the most important on yoghurt. While the most preferred combination by consumer is strawberry flavors, plastic bottle packaging, price Rp 7.000 - Rp 9.000 and volume 200-250 ml. The research resulted in two clusters based on attributes importance weights.
Co-Authors Mukhamad Najib