CONSUMER PREFERENCE TOWARDS THE ATTRIBUTES OF AQUAPONICS PRODUCTS AT PT. TANIKOTA

Viorensa Tedjalaksana; Yosini Deliana; Lucyana Trimo

doi:10.14710/agrisocionomics.v8i1.16725

DOI: https://doi.org/10.14710/agrisocionomics.v8i1.16725

CONSUMER PREFERENCE TOWARDS THE ATTRIBUTES OF AQUAPONICS PRODUCTS AT PT. TANIKOTA

*Viorensa Tedjalaksana - Agricultural Economics Study Program, Faculty of Agriculture, Padjadjaran University, Jatinangor, West Java, Indonesia, Indonesia

Yosini Deliana - Agricultural Economics Study Program, Faculty of Agriculture, Padjadjaran University, Jatinangor, West Java, Indonesia, Indonesia

Lucyana Trimo - Agricultural Economics Study Program, Faculty of Agriculture, Padjadjaran University, Jatinangor, West Java, Indonesia, Indonesia

BibTex Citation Data :

@article{Agrisocionomics16725,
    author = {Viorensa Tedjalaksana and Yosini Deliana and Lucyana Trimo},
    title = {CONSUMER PREFERENCE TOWARDS THE ATTRIBUTES OF AQUAPONICS PRODUCTS AT PT. TANIKOTA},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {8},
    number = {1},
    year = {2024},
    keywords = {aquaponic, attributes, consumers, preference},
    abstract = { The increasing awareness of healthy lifestyle among the public has made consumers more selective in choosing their food, particularly vegetables. Aquaponic vegetable products, which are free from pesticides, have emerged as an alternative for health-conscious consumers. This study aimed to identify the characteristics of consumers who purchase aquaponic vegetables based on product attributes at PT. Tanikota and to determine the ranking of attributes of aquaponic vegetables according to consumer preferences. The research method employed in this study was a case study, using a whole population of 70 aquaponic vegetable consumers at PT. Tanikota as the respondents. Data were analyzed using descriptive analysis of frequency distribution. The results of the study revealed that the characteristics of consumers who buy aquaponic vegetables at PT. Tanikota were generally women aged 26-35 years, holding an undergraduate degree, with 3 family dependents, employed in private sectors, and having an income range of 2,600,000-Rp 5,200,000/month. The attributes of aquaponic vegetables at PT. Tanikota were ranked based on consumer preferences, with the level of freshness of vegetables, variety of vegetables, color of vegetables, method of payment, method of purchase, physical form of vegetables, vegetable size, distance, vegetable packaging, and the price of vegetables, respectively. The lower rank of price attributes can be attributed to the lack of aquaponic vegetable cultivation in the city of Bandung, which makes it difficult for consumers to compare the prices offered by PT. Tanikota with those offered by other companies. },
   issn = {2621-9778},   pages = {60--70}  doi = {10.14710/agrisocionomics.v8i1.16725},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/16725}
}

Citation Format:

Abstract

The increasing awareness of healthy lifestyle among the public has made consumers more selective in choosing their food, particularly vegetables. Aquaponic vegetable products, which are free from pesticides, have emerged as an alternative for health-conscious consumers. This study aimed to identify the characteristics of consumers who purchase aquaponic vegetables based on product attributes at PT. Tanikota and to determine the ranking of attributes of aquaponic vegetables according to consumer preferences. The research method employed in this study was a case study, using a whole population of 70 aquaponic vegetable consumers at PT. Tanikota as the respondents. Data were analyzed using descriptive analysis of frequency distribution. The results of the study revealed that the characteristics of consumers who buy aquaponic vegetables at PT. Tanikota were generally women aged 26-35 years, holding an undergraduate degree, with 3 family dependents, employed in private sectors, and having an income range of 2,600,000-Rp 5,200,000/month. The attributes of aquaponic vegetables at PT. Tanikota were ranked based on consumer preferences, with the level of freshness of vegetables, variety of vegetables, color of vegetables, method of payment, method of purchase, physical form of vegetables, vegetable size, distance, vegetable packaging, and the price of vegetables, respectively. The lower rank of price attributes can be attributed to the lack of aquaponic vegetable cultivation in the city of Bandung, which makes it difficult for consumers to compare the prices offered by PT. Tanikota with those offered by other companies.

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Keywords: aquaponic, attributes, consumers, preference

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In Vol 8, No 1 (2024): March 2024

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