Preferensi Konsumen terhadap Parfum Berbasis Minyak Atsiri di Kabupaten Subang, Indonesia

Rohayati Suci Indrianingsih (Jurusan Pertanian Politeknik Negeri Subang, Indonesia)
Rahmi Rahmawati (Jurusan Pertanian Politeknik Negeri Subang, Indonesia)

Jurnal Ilmiah Membangun Desa dan Pertanian
Vol. 10 No. 6 (2025)

This research examined patterns in consumer choices and the socioeconomic factors influencing the choice of essential oil-based perfumes in Subang Regency. Empirical data were collected from 100 participants through structured questionnaires and processed using multivariate regression techniques. Results showed that most respondents preferred unisex scents, 8-hour longevity, spray-type packaging, 50 ml packaging, single-unit packaging, and a price point of IDR 150,000. The findings indicate that demographic attributes such as age, educational attainment, and earnings, expenditures, and number of family members collectively exert a meaningful influence on consumer preference formation within the observed context. A partial analysis shows that only income and the number of family members significantly influence consumer preferences. These findings provide empirical insight into consumer behavior toward essential oil-based perfumes and can serve as a reference for product development and marketing strategy for perfume producers.