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All Journal Journal of Global Sustainable Agriculture Journal of Global Sustainable Agriculture
Eddy Jajang Jaya Atmaja
Program Studi Agribisnis, Universitas Bangka Belitung, Bangka Belitung
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Earth & Planetary Sciences Environmental Science

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Consumer Preferences for Imported Longan Fruit in Pangkalpinang City Rahmawati; Muntoro Muntoro; Eddy Jajang Jaya Atmaja
Journal of Global Sustainable Agriculture Vol 5, No 2 (July 2025)
Publisher : Universitas Muhammadiyah Palembang

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Abstract

This study aims to analyze consumer preferences for longan fruit and analyze longan attributes, which are most considered in purchasing decisions. Data collection was carried out from March to April 2024 in Pangkalpinang City. The research method used in this study was a survey. While the sampling method in this study was the accidental sampling method with the number of respondents studied as many as 100 respondents. The research data was analyzed using conjoint analysis. The results of the study showed that consumer preferences in Pangkalpinang City for longan fruit attributes were longan fruit with a sweet taste, thick fruit flesh, large fruit size, non-watery fruit, and imported longan fruit with values ​​of utility respectively (1.145), (0.305), (0.292), ((0.170) and (0.089). The order of longan fruit attributes based on the level of importance according to consumer preferences is taste, thickness of fruit flesh, size, water content, and type of longan fruit with values ​​respectively (58.17), (14.09), (13.19), (9.14) and (5.41).
Consumer Preferences for Imported Longan Fruit in Pangkalpinang City Rahmawati; Muntoro Muntoro; Eddy Jajang Jaya Atmaja
Journal of Global Sustainable Agriculture Vol 5, No 2 (July 2025)
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze consumer preferences for longan fruit and analyze longan attributes, which are most considered in purchasing decisions. Data collection was carried out from March to April 2024 in Pangkalpinang City. The research method used in this study was a survey. While the sampling method in this study was the accidental sampling method with the number of respondents studied as many as 100 respondents. The research data was analyzed using conjoint analysis. The results of the study showed that consumer preferences in Pangkalpinang City for longan fruit attributes were longan fruit with a sweet taste, thick fruit flesh, large fruit size, non-watery fruit, and imported longan fruit with values ​​of utility respectively (1.145), (0.305), (0.292), ((0.170) and (0.089). The order of longan fruit attributes based on the level of importance according to consumer preferences is taste, thickness of fruit flesh, size, water content, and type of longan fruit with values ​​respectively (58.17), (14.09), (13.19), (9.14) and (5.41).
Co-Authors Muntoro Muntoro Rahmawati