<![CDATA[AbstrakSayuran siap masak memberikan kemudahan dalam memenuhi kebutuhan gizi keluarga tanpa memerlukan waktu lama dalam proses memasak. Preferensi konsumen menjadi kunci untuk mencapai ketahanan pangan yang berkelanjutan dan membuka peluang bagi industri pangan untuk memenuhi permintaan masyarakat akan sayuran siap masak. Tujuan penelitian untuk menganalisis karakteristik konsumen, proses keputusan pembelian dan preferensi konsumen terhadap paketan sayuran siap masak di Sayuryuk.com. Penelitian dilaksanakan pada Oktober 2023-Januari 2024 di Jl. Pakis Merah 19 Blok D No. 676, Samarinda Utara. Pemilihan responden menggunakan teknik non probability sampling dan penentuan sampel purposive sampling dengan jumlah sampel 66 responden. Preferensi konsumen paketan sayuran siap masak di Sayuryuk.com diukur dari dua indikator dengan menggunakan metode Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan karakteristik konsumen Sayuryuk.com merupakan perempuan, pendidikan terakhir SMA, usia 21-30, berdomisili di Samarinda utara, memiliki pendapatan/bulan Rp1.000.000,00-Rp5.000.000,00. Proses keputusan pembelian dipengaruhi oleh kesadaran akan kesehatan, informasi dari teman atau keluarga, dan pengalaman berbelanja sebelumnya, dengan frekuensi pembelian kurang dari 2 kali dalam sebulan memengaruhi keputusan pembelian. Atribut yang dianggap paling penting adalah kesegaran, sementara atribut kemasan dinilai memiliki kinerja yang sangat baik. Tingkat kepuasan konsumen terhadap paketan sayuran siap masak di Sayuryuk.com sangat puas mencapai 83,78%.Kata kunci: Atribut, kepuasan, konsumen, paketan siap masak, preferensi.AbstractReady to cook vegetables provide convenience in meeting the nutritional needs of families without requiring a lengthy cooking process. Consumer preferences are key to achieving sustainable food resilience and present opportunities for the food industry to meet the demand for ready to cook vegetables in the community. The purpose of the research is to analyze consumer characteristics, purchasing decision process and consumer preferences towards packages of cooked vegetables at Sayuryuk.com. The research conducted from October 2023 to January 2024 at Jl. Pakis Merah 19 Block D No. 676, North Samarinda. Selection of respondents using non-probability sampling techniques and purposive sample determination with a total sample of 66 respondents. The consumer preference for cooked vegetable packages on Sayuryuk.com is measured from two indicators using the Importance Performance Analysis (IPA) and Customer Satisfaction Index methods. (CSI). The results of the research show that the characteristics of the consumer Sayuryuk.com is a woman, high school graduate, aged 21-30, resident in north Samarinda, has a monthly income of Rs 1,000,000,00-Rp5,000,000,00. The purchase decision process is influenced by health awareness, information from friends or family, and previous shopping experience, with the frequency of purchases less than 2 times a month affecting the purchase decision. The attribute that is considered most important is freshness, while the packaging attributes are rated to have excellent performance. The consumer satisfaction rate with the cooked vegetable package at Sayuryuk.com was very satisfied at 83.78%.Keywords: Attribute, Cooked Packages, Customer, Preferences, Satisfaction.]]>
