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All Journal Agroindustrial Journal
Ibnu Wahid Fakhrudin Aziz
Universitas Gadjah Mada
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Social Sciences

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Fried Chicken Consumer’s Preference and Purchase Decision Analysis During Covid 19 Pandemic Era Febrianisa Yulia Sandita; Ibnu Wahid Fakhrudin Aziz; Mirwan Ushada
Agroindustrial Journal Vol 9, No 1 (2022)
Publisher : Department of Agroindustrial Technology, Faculty of Agricultural Technology UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v9i1.80860

Abstract

This study aims to observe the decision-making process on fried chicken purchases, and identify the most considered attribute, and combination of attributes based on consumer preference in the Covid-19 pandemic era. The pandemic has altered consumer behavior and consumption patterns, leading to changes in the food industry. Understanding how consumer preferences have shifted can help businesses adapt their strategies to better serve their customers. The data were collected using the questionnaire method through the Google Form platform with respondent criteria being fried chicken consumers who had purchased fried chicken at least twice in the last six months with the number of respondents being 135. The questionnaire consisted of two parts, the first part is about the consumer's purchase decision-making process and the second one is about the consumer's preference for fried chicken. Price, serving, purchase state, and packaging are the attributes chosen to identify consumer preferences using the conjoint analysis method. This study shows consumer habits in the decision-making process of buying fried chicken and consumers’ preferences toward the price, serving, purchase state, and packaging of fried chicken. Product attributes were the most considered based on importance level Price (40.73%), Purchase state (33.57%), Serving (16.99%), and Packaging (8.70%). The combination of fried chicken product attributes that are preferred by consumers according to the utility value of each level attribute is less than 15.000 IDR of price, served with rice/fried chicken and vegetables, purchased in ready-to-eat (takeaway/delivery) form and using paper box packaging.
Analysis of Consumers’ Preferences for Melon Using the Conjoint Method Tiara Tannesha Hartono; Nafis Khuriyati; Ibnu Wahid Fakhrudin Aziz
Agroindustrial Journal Vol 9, No 1 (2022)
Publisher : Department of Agroindustrial Technology, Faculty of Agricultural Technology UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v9i1.80861

Abstract

Melon (Cucumis melo L.) is a fruit widely known by the people of Indonesia, including Yogyakarta Province, which has several variants such as C. melo var reticulatus, C. melo var. inodorus, and C. melo var. catalupensis. These variants have different characteristics that can be distinguished by color, aroma, peel texture, as well as their respective markets. To find out consumers’ preferences for melon, the conjoint analysis method is used. The results showed that consumers in traditional retail preferred melons with small size, orange flesh, strong aroma, very sweet taste, slightly meshy peel texture, and crunchy flesh texture. Meanwhile, in modern retail, they prefer variants with a large size, green flesh, strong aroma, very sweet taste, non-meshy peel texture, and crunchy flesh texture. Sky Rocket, Glamor, Golden Langkawi, and Mai 119 variants are suitable for traditional and modern retail. There are also other suitable variants for traditional retail, namely Cantaloupe and Roc Melon, while Honey Globe and Action 434 are suitable for modern retail.
Co-Authors Febrianisa Yulia Sandita Mirwan Ushada Nafis Khuriyati Tiara Tannesha Hartono