<![CDATA[ Kebutuhan produk ternak khususnya daging sapi di Kabupaten Jember terus mengalami peningkatan pada beberapa periode terakhir. Dalam memutuskan untuk membeli daging sapi, konsumen mempertimbangkan beberapa atribut yang merupakan ekspresi dari preferensi konsumen. Berdasarkan hal itu, penelitian mengenai preferensi konsumen terhadap daging sapi di Kabupaten Jember menjadi penting untuk dilakukan. Penelitian ini dilaksanakan di pasar tradisional dan pasar modern di Kabupaten Jember. Sampel diambil secara insidental dengan memilih 120 orang responden konsumen daging sapi yang berbelanja di pasar tradisional dan supermarket. Preferensi konsumen daging sapi dianalisis menggunakan analisis konjoin. Hasil penelitian menunjukkan bahwa konsumen daging sapi di Kabupaten Jember menyukai atribut daging sapi yang bertekstur empuk, berwarna merah cerah, tidak berlemak, ukuran potongan daging sapi yang besar, aroma segar, ukuran pembelian 1-2 kg, dan harga daging sapi yang relatif murah yaitu berkisar antara Rp100.000,00 – Rp120.000,00. Atribut yang paling dipertimbangkan dalam mengonsumsi daging sapi adalah harga. Untuk mengakomodasi variasi preferensi konsumen, produsen perlu menawarkan varian produk daging sapi yang berbeda dengan harga yang berbeda. Sebagai regulator, pemerintah perlu menjaga stabilitas harga daging sapi di pasar untuk mengendalikan inflasi. The demand for livestock products, especially beef in Jember Regency has continued to increase in recent periods. In deciding to buy beef, consumers consider several attributes that are an expression of consumer preferences. Based on this, research on consumer preferences for beef in Jember Regency is important to conduct. This study was conducted in traditional and modern markets in Jember Regency. Samples were taken incidentally by selecting 120 beef consumer respondents who shopped at traditional markets and supermarkets. Beef consumer preferences were analyzed using conjoint analysis. The results showed that beef consumers in Jember Regency preferred beef attributes that were tender in texture, bright red in color, with no fat, large beef cut size, fresh aroma, purchase size of 1-2 kg, and relatively cheap beef prices ranging from Rp100,000,00 - Rp120,000,00. The most considered attribute in consuming beef was price. To accommodate variations in consumer preferences, producers need to offer different variants of beef products at different prices. As a regulator, the government needs to maintain the stability of beef prices in the market to control inflation.]]>
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