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Prasmita Dian Wijayati
Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur
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Journal : Jurnal Ilmiah SOSIO AGRIBIS

 1 
Analisis Preferensi Konsumen Buah Kiwi pada Hypermart di Kota Surabaya Vanya Agita Sari; Teguh Soedarto; Prasmita Dian Wijayati
Jurnal Ilmiah Sosio Agribis Vol 22, No 2 (2022): Jurnal Ilmiah Sosio Agribis Vol 22 No 2
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa22220222518

Abstract

This study examines the consumer preferences for kiwi fruit at Hypermart. The purpose of this study is to determine the characteristics of consumers of kiwi fruit, analyze the attributes of kiwi fruit that are considered by consumers, and analyze the level of consumer satisfaction when buying kiwi fruit at Hypermart. In this study, using the purposive sampling technique, we obtained as many as 50 respondents. The analysis used is descriptive analysis, Fishbein, and Likert scale analysis. The results of this study are: 1) The characteristics of kiwifruit consumers are dominated by women, aged 21–30 years; the latest education is a bachelor's degree (S1); they work as private employees with a monthly income of > 5,000,000. 2) The most important attribute to be considered by consumers is the taste attribute, and consumers give a positive attitude towards all attributes of kiwi fruit. In addition to the taste attribute, the other two attributes that are considered by consumers are benefits and nutritional content. 3) Consumers give very satisfied responses when shopping for kiwi fruit at Hypermart. Among the six elements of the proposed statement, the one most highly satisfied by consumers is the quality of the kiwi fruit at Hypermart.Keywords: Attributes, Characteristics, Consumer Preference, Consumer Satisfaction, Kiwi Fruit
Co-Authors ., Harianto A.P, Caesariano Abdilah, Fikri Rizki Achmad Suryana Adelia Kharisma Putri Raharjo Adelia, Kezia Adinda Meitha Putri Mardhiyani Adinda Nurul Izmi Alda, Irine Selviana Alfiani, Fina Alivia Firda Halimatul Jannah Amalia, Sri Hidayati Amir, Indra Tjahaja Ananda Nabila Laraswari Andarwulan, Setiana Annisa Lulu Arfiana Dita Arum Sari Arief, Aditya Arman, Hilman Hasibur Rohman Arum Sari, Arfiana Dita Arum, Dewi Puspa Aslam, Saufan Asri, Dian Bagus Indra Kurniawan Budiarto, Fadia Nur Rahma Charmenita Napitupulu, Beatrice Maria Dini Hiqmatul Hayati Dita Atasa Dona Laily Dona Wahyuning Laily Eko Nurhadi Fachrani, Dhewintha Kusuma Fadhilah, Sulthan Auliya' Zhafran Fatima Azrina Pramesthi Fatmawati Fatmawati Framono, Indra Dwi Hamidah Hendrarini Hanggita Adwaa Saputri Hardani, Prisma Trida Hariputra, Akbar Hasyim, Alwi Fu'ad Ida Pratiwi, Fitriani Risay Indah, Pawana Nur Ines Paramithasari Intan Ayu Kusuma Pramushinta Istyalita, Devi K Amelia Kurniasari Kusuma, Mani’atul Fitan Lainatussifa Laksmi Diana Lestari, Renita Dwi M. Nushron Ali Mukhtar Maharani, Clara Sita Manihuruk, Ekamonika Maulana Hansa, Kafi Maulidiyah, Zahro Al Mubarokah Mubarokah Mufidah, Rofikatul Muhammad Rifqi Abroor Mukti, Asri Wido Mukti, Ria Andriani Nadya Ambarwati Nahariyah, Rif'atun Naila Nadhifa Qotrunnada Nanda Kusuma Melati Nanda Kusuma Melati Ningrum, Anisa Sulistya Nitriana Kridha Kirana Noor Rizkiyah Nuriah Yuliati Nurul N Praventiara De Aliyil Rivia Kemuning Purbosari, Ira Putri, Isma’ Arifatul Rahma Qalsum, Ummy Rachmadhan, Aditya Arief Rahayu, Asti Rahma Fadillah, Alya Rahmah, Muthiatur Raihan Bimo Lazuardi Raihan Bimo Lazuardi Ramadhani, Mirza Ratnawati, Ema Rifqi Ariq , Achmad Rina Agustina Roniati, Fitri Safrina Maharani Putri Sandrina, Linda Sania Fitria Rahmah Saputri, Hanggita Adwaa Sari, Dewi Perwito Sari, Putri Nurmalita Setyaningtyas, Megawati Mahardika Rizky Sinulingga, Amanda Safithri Siti Fadhilah NurrahMawati Soedarto, Teguh Sri Tjondro Winarno, Sri Tjondro Sri Widayanti SRI WIDAYANTI Stevi Putri Adolvina Baik Sufi Prasasti, Amalya Sundusia, Leyna Susanti, Amilia Syarif Imam Hidayat TATANG SOPANDI Thiang Makrifat Usamah Abdul Haq Vanya Agita Sari Wiharsono, Surya Duta Wisnu Okta Mahendra Yahya, Azriel Yasintya, Dwi Meilani Yogananta, Refo