PREFERENSI KONSUMEN PRODUK OLAHAN PISANG COKLAT (STUDI KASUS DI “MAFIA GEDANG” KOTA SURABAYA) - Wisnu Okta Mahendra; Sri Widayanti; Prasmita Dian Wijayati (Fakultas Pertanian, Universitas Janabadra, 2023)
The purpose of this study is to analyze consumer preferences for Mafia Gedang's attributes in Mafia Gedang and to find out consumer considerations when buying Mafia Gedang. Data analysis methods include Importance and Performance (IPA) and Customer Satisfaction Index (CSI). The results showed that consumers' preferences for the attributes of processed chocolate bananas were the affordable price of processed bananas, the flavors provided varied with the addition of various toppings, attractive packaging according to product size, the service provided by employees was friendly and polite, and the presentation products that are quickly served and keep warm. Consumer satisfaction with processed banana products at Mafia Gedang is 69.07% which is categorized as high or said to be satisfied. The consumer's CSI value for the Gedang Mafia attributes is included in the satisfied category, meaning that the consumer is satisfied with the performance of the Gedang Mafia attributes. Key-words: Banana, Performance, Preference INTISARI Tujuan penelitian ini menganalisis preferensi konsumen terhadap atribut-atribut Mafia Gedang di Mafia Gedang dan mengetahui pertimbangan konsumen saat membeli Mafia Gedang. Metode analisis data berupa Importance and Performance (IPA) dan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan preferensi konsumen terhadap atribut-atribut olahan pisang cokelat adalah harga olahan pisang yang terjangkau, rasa yang diberikan bervariasi dengan tambahan topping yang beraneka ragam, kemasan yang menarik sesuai dengan ukuran produk, pelayanan yang diberikan oleh pegawai memiliki keramahan dan kesopanan, serta penyajian produk yang cepat disajikan dan tahan hangat. Kepuasan konsumen terhadap produk olahan pisang di Mafia Gedang sebesar 69,07% yang dikategorikan tinggi atau dikatakan puas. Nilai CSI konsumen terhada atribut Mafia Gedang termasuk kedalam kategori puas, artinya konsumen sudah merasa puas dengan kinerja atribut-atribut Mafia Gedang. Kata kunci: Kinerja, Pisang, Preferensi