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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Khoirima, Siva
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Economics, Econometrics & Finance Other

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Analisis Preferensi Konsumen Terhadap Minat Beli Produk Wedang Herbal: (Studi Kasus CV X Kabupaten Magelang) Khoirima, Siva; Khoiriyah, Annisa; Prayoga, Adi
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1186

Abstract

This study aims to determine consumer preferences for Wedang Herbal products and to identify attributes that influence purchasing interest based on consumer preferences. This research method is descriptive quantitative using a sampling technique carried out by non-probability sampling with a purposive sampling type. This study used 50 respondents with the criteria for respondents required are someone who has bought it and prospective consumers who will buy Wedang Herbal at CV X Magelang Regency. The data analysis method used to determine consumer preferences is conjoint analysis while to determine consumer purchasing interest using multiple linear regression analysis with the SPSS application program analysis tool. The results of the analysis show that consumer preferences have a significant effect on purchasing interest in Wedang Herbal products, both simultaneously (F test) and partially (t test).
Co-Authors Adi Prayoga, Adi Annisa Khoiriyah