Yuliantika, Elsa and Ekowati, Titik and Prasetyo, Edy (2023) ANALYSIS OF CONSUMER PREFERENCES FOR PURCHASING CIMORY YOGURT IN SEMARANG CITY SUPERMARKETS. Jurnal Sosial Ekonomi Pertanian by Agribusiness Department, Faculty of Agriculture, University of Jember (Unej), 18 (1): 11. pp. 1-11. ISSN 1978-5437

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Abstract

ABSTRACT
Indonesian people currently consume health products, such as yogurt. The purpose of the research is to describe the characteristics of consumers, the type of Cimory yogurt that many consumers buy, analyze consumer attitudes towards the attributes used in decision making, and analyze consumer preferences for Cimory yogurt product attributes. The research was conducted from December to January 2023. The research location was Gelael Jl. Sultan Agung Gajahmungkur, Gelael Mall Citraland, Superindo Majapahit Palace, and Superindo Siliwangi. The sampling method was accidental sampling with 120 respondents and used descriptive analysis, Fishbein's Multiatribut, and conjoined. The results showed that 74,20% were women, 56,66% aged 15-24 years, 55,00% had a bachelor's degree, 33,40% were private employees, and 49,20% had a monthly income of IDR 1.500.000 - IDR 2.500.000 and an average income of IDR 3.384.000. The type and variant of cimory yogurt that is widely purchased is cimory squeeze blueberry. attributes that consumers consider based on consumer attitude values are price, expiration information, taste, packaging, packaging labels, and contents. Consumers like cimory yogurt with a price of IDR 5,500, sweet and sour taste, pouch packaging, 250 ml content, complete packaging label, and clear expiration information.
Keywords : attributes, cimory yogurt, consumers, preferences, attitudes

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