Preferensi Konsumen terhadap Pembelian Gula Pasirdi Kabupaten Jember (Consumer Preferences for Purchasing Granulated SugarIn Jember Regency)

Abstract

             Gula pasir merupakan bahan pokok yang digunakan sebagai pemanis dan pengawet dalam minuman. Bagi produsen atau pemasar, penting untuk mengetahui preferensi dan kesukaan konsumen terhadap produk yang mereka pasarkan. Penelitian ini bertujuan untuk mengetahui preferensi dan tingkat kepuasan konsumen terhadap pembelian gula pasir di Kabupaten Jember. Penelitian ini dilakukan di Kabupaten Jember dengan jumlah sampel sebanyak 120 responden. Metode analisis data yang digunakan adalah Multiatribut Fishbein dan Customer Satisfaction Index. Hasil penelitian menunjukkan bahwa preferensi konsumen terhadap gula pasir di wilayah pedesaan Kabupaten Jember, berdasarkan perhitungan sikap konsumen (A0) terhadap 12 atribut gula pasir, mencerminkan adanya atribut dengan nilai sikap positif hingga negatif. Preferensi konsumen terhadap gula pasir di wilayah pedesaan Kabupaten Jember yaitu harga, kemudahan memperoleh gula pasir, jenis gula pasir curah, kebersihan gula pasir, warna, ukuran pembelian satu kilogram, ukuran kristal, ukuran pembelian kurang dari satu kilogram, merek, iklan dan kemasan lebih dari satu kilogram. Nilai indeks kepuasan konsumen gula pasir di wilayah pedesaan Kabupaten Jember sebesar 72,25 persen. Nilai tersebut berada dalam kriteria puas yang berarti secara umum konsumen gula pasir di wilayah pedesaan merasa puas terhadap produk gula pasir yang dikonsumsi.

            Granulated sugar is a staple ingredient used as a sweetener and preservative for drinks. As
producers or marketers, it is important to understand consumers’ preferences regarding the products. This research aimed to determine consumer preferences and satisfaction with purchasing granulated sugar in Jember Regency. This research was conducted in Jember Regency. The samples used consisted of 120 respondents. The data analysis method were Fishbein Multiattribute and Customer Satisfaction Index. The research results showed that consumer preferences for granulated sugar in the rural areas of Jember Regency, based on consumer attitude calculations (A0) towards 12 sugar attributes, included attributes with both positive and negative attitude values. Consumer preferences for granulated sugar in rural areas of Jember Regency were price, ease of obtaining granulated sugar, bulk granulated sugar, cleanliness of granulated sugar, colour, purchase size of one kg, crystal size, purchase size less than one kg, brand, advertising and packaging more than one kg. The consumer satisfaction index value for granulated sugar in the rural area of Jember Regency was 72.25 percent. The value falls within the satisfied criteria, which means that granulated sugar consumers in rural areas are generally satisfied with the granulated sugar products they consume.