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All Journal Habitat: Jurnal Ilmiah Ilmu Hewani dan Peternakan
Iis Muflikhah
Universitas Wijayakusuma Purwokerto
Agriculture, Biological Sciences & Forestry

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Preferensi Visual terhadap Keputusan Pembelian Telur Ayam Ras pada Kalangan Mahasiswa Fakultas Peternakan Iis Muflikhah; Soegeng Herijanto; Fani Dwi Evadewi
Habitat: Jurnal ilmiah ilmu Hewani dan Peternakan Vol. 4 No. 2 (2026): Agustus : Habitat : Jurnal ilmiah ilmu Hewani dan Peternakan
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/habitat.v4i2.490

Abstract

The external appearance of an egg is the first cue that consumers use when selecting table eggs, yet research focusing on visual preferences among student consumers remains limited. This study aimed to analyze the effect of visual preferences shell cleanliness, shell texture, egg size, and egg color on the table-egg purchase decisions of students at the Faculty of Animal Science, Universitas Wijayakusuma Purwokerto. A quantitative survey was conducted on 61 students selected through probability sampling using the Slovin formula. Data were collected using a validated five-point Likert-scale questionnaire and analyzed through multiple linear regression. The partial test (t-test) showed that shell cleanliness (Sig. = 0.048) and shell texture (Sig. = 0.019) significantly influenced purchase decisions, whereas egg size (Sig. = 0.061) and egg color (Sig. = 0.540) did not. The simultaneous test (F-test) confirmed that the four visual attributes jointly influenced purchase decisions (F = 4.644; Sig. = 0.003), with an adjusted R-square of 0.195. Based on the standardized beta coefficients, shell texture was the most influential attribute. These findings indicate that shell cleanliness and shell texture are the primary visual attributes considered by student consumers and provide practical guidance for producers to prioritize external quality control.
Co-Authors Evadewi, Fani Dwi Soegeng Herijanto