<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap karakteristik organoleptik (meliputi atribut warna, rasa, aroma, tekstur dan kenampakan) produk roti manis (10 merek) yang dijual di Kota Malang, menggunakan uji hedonik dan uji rangking. Hasil penelitian menunjukkan bahwa atribut warna MYB berbeda nyata dengan HLB, sebaliknya HLB tidak berbeda nyata dengan DFL. Atribut aroma SNT berbeda nyata dengan HLB, sedangkan HLB tidak berbeda nyata dengan MYB. Atribut kenampakan MYB berbeda nyata dengan sampel yang lain, dan sebaliknya HLB tidak berbeda nyata dengan DFL. Untuk atribut rasa, SHB tidak berbeda nyata dengan NYB,  namun berbeda nyata dengan MYB. Atribut tekstur dari SHB tidak berbeda nyata dengan NYB, namun berbeda nyata dengan DFL. Pada uji ranking sampel HLB berada di peringkat 1 untuk keseluruhan atribut dan sampel NYW di peringkat 10 untuk total nilai keseluruhan.   Kata Kunci : Preferensi konsumen, Roti manis, Karakteristik organoleptik Consumer Preference Analysis on Organoleptic Properties of Sweet Bun Product in Malang CityABSTRACT               The purpose of this research was to analyze consumer preferences for organoleptic characteristics (including color, taste, aroma, texture and appearance) sweet bun products (10 brands) which is sold in Malang City, using hedonic and rank tests. The results showed that MYB color attributes was significantly different from HLB, whereas HLB was not significantly different from DFL. The SNT aroma attribute was significantly different from HLB, whereas HLB was not significantly different from MYB. The appearance attributes of MYB was significantly different from other samples, and vice versa HLB was not significantly different from DFL. For taste attributes, SHB was not significantly different from NYB, but was significantly different from MYB. The texture attributes of SHB was not significantly different from NYB, but was significantly different from DFL. The result of ranking test showed that HLB in the first position in the overall attributes and the NYB sample was the last position for the total overall score. Keywords: Preferences, Consumers, Sweet Bun, Organoleptic Characteristics ]]>
