Pratama, Erick Tahta and Ekowati, Titik and Santoso, Siswanto Imam (2024) ANALYSIS OF CONSUMER PREFERENCE AND PURCHASING INTENTION TOWARDS ARUM MANIS MANGO IN TRADITIONAL MARKET OF SEMARANG CITY. Jurnal Litbang Jawa Tengah, 22 (1): 11. pp. 1-11. ISSN 1412-9833

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Abstract

The study aimed to analyze the characteristics of consumers, the influence of the number of family members on the purchase of Arum Manis mangoes, and analyze the attributes and consumer preferences for Arum Manis mangoes in the traditional markets of Semarang City. The research was conducted in four traditional markets in Semarang City, namely Johar Market, Peterongan Market, Bulu Market, and Karangayu Market. The research method used was a survey method using questionnaires, and the sampling technique employed was non-probability sampling with quota sampling, involving 50 respondents who were buyers of Arum Manis mangoes in the traditional markets of Semarang City. The analysis methods used were descriptive analysis, crosstab analysis, and chi-square analysis to determine the influence of the number of family members on the purchase of Arum Manis mangoes, as well as conjoint analysis to determine the attributes of Arum Manis mangoes that influence consumer preferences in the traditional markets of Semarang City. The research results showed that consumers of Arum Manis mangoes in the traditional markets of Semarang City have the following characteristics: on average, consumers are 41 years old, mostly female, and have a majority of education at the diploma III/IV/bachelor's degree level. The consumers have the highest number of family members, which is 4 people, and the majority of consumers have an income of Rp. 2,500,000. The results of the chi-square and crosstab analysis showed an influence between the number of family members and the purchase of Arum Manis mangoes. The conjoint analysis results showed that consumers prefer Arum Manis mangoes that are light green or yellowish-green in color, sweet in taste, and small in size. The order of importance for the attributes of Arum Manis mangoes during the purchase process, based on the Importance Values, is size, followed by taste and color.

Keywords: Characteristics, consumers, Mango fruit, preferences

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