ANALISIS KONJOIN PREFERENSI KONSUMEN SAYURAN HIDROPONIK AGROFARM BANDUNGAN KABUPATEN SEMARANG

Talasi Ruqaya Yasmin; Wahyu Dyah Prastiwi; Migie Handayani

doi:10.14710/agrisocionomics.v1i1.1643

DOI: https://doi.org/10.14710/agrisocionomics.v1i1.1643

ANALISIS KONJOIN PREFERENSI KONSUMEN SAYURAN HIDROPONIK AGROFARM BANDUNGAN KABUPATEN SEMARANG

*Talasi Ruqaya Yasmin - Universitas Diponegoro, Indonesia

Wahyu Dyah Prastiwi - Universitas Diponegoro, Indonesia

Migie Handayani - Universitas Diponegoro, Indonesia

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Abstract

Penelitian bertujuan untuk menganalisis tingkat preferensi dan urutan kepentingan konsumen terhadap sayuran hidroponik di Hidroponik Agrofarm Bandungan. Sebanyak 100 orang responden konsumen hidroponik di Agrofarm Bandungan yang merupakan konsumen lama dan baru, terpilih untuk menjawab pertanyaan dalam kuesioner. Metode penelitian yang digunakan adalah studi kasus. Metode penentuan lokasi menggunakan metode purposive. Metode penentuan responden menggunakan purposive sampling. Metode pengumpulan data dengan wawancara menggunakan kuisioner terstruktur. Data penelitian dianalisis menggunakan analisis Konjoin dengan kombinasi sebanyak 24 atribut. Berdasarkan hasil penelitian sayuran hidroponik yang paling disukai konsumen adalah jenis Salada Locarno. Urutan preferensi kombinasi atribut sayuran hidroponik yang paling diprioritaskan oleh konsumen berturut-turut adalah fisik, warna, tingkat kesegaran, dan harga sayuran.

Kata kunci: Sayuran hidroponik; preferensi konsumen; analisis konjoin

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In Vol 1, No 1 (2017): Mei 2017

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