Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Tarjih: Agribusiness Development Journal
Ratnakanyaka, Meimy
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Consumer Preferences and Attitudes in Purchasing Cavendish Bananas of the “Sunpride” Brand at Lotte Mart Pakuwon Mall Surabaya (Fishbein Multiattribute Model Approach) Ratnakanyaka, Meimy; Hendrarini, Hamidah; Tondang, Ika Sari
Tarjih : Agribusiness Development Journal Vol. 5 No. 2 (2025): VOLUME 05, NOMOR 02, DESEMBER 2025
Publisher : Program Studi Agribisnis Universitas Muhammadiyah Sinjai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47030/tadj.v5i2.1019

Abstract

The growth of fresh fruit consumption in Indonesia, especially bananas, is influenced by public awareness of health and product quality. However, there is a problem in the form of a decline in banana consumption in the city of Surabaya during the period 2021–2024. This study aims to identify consumer characteristics and preferences for purchasing "Sunpride" Cavendish bananas at Lotte Mart Pakuwon Mall Surabaya. The research method used is quantitative with primary data collection through questionnaires and interviews with 100 respondents, then analyzed using descriptive analysis and the Fishbein multi-attribute technique covering seven attributes (color, taste, price, size, freshness, number of bananas per bunch and type of banana). The results show that the majority of consumers are women, productive age 20-43 years, have a bachelor's degree, are self-employed, and have a high income. The most considered banana attribute is freshness (Ao= 3.42), followed by sweetness (Ao= 2.80) and yellowish-green color (Ao= 2.70), while price, type, and size are secondary considerations. This indicates that consumers prioritize fruit quality over attributes such as price. This research provides input for the company and Lotte Mart to maintain product quality, especially freshness, taste, and color, and adjust offerings according to consumer needs to maintain loyalty.
Co-Authors Hamidah Hendrarini Tondang, Ika Sari