Analisis Preferensi Konsumen Sayuran Hidroponik di Kelompok Wanita Tani Citra

Abstract

The Citra Women Farmers Group (KWT) is located in Rancakasumba Village, where the group markets hydroponic vegetables as their agricultural products, but in marketing it we need to know what consumers consider when buying hydroponic vegetables.This study aims to determine the attributes of hydroponic vegetables that are considered by consumers in purchasing hydroponic vegetables and  preferences of hydroponic vegetable consumers in the Citra women's farmer group (KWT) in Rancakasumba Village. Respondents in this study were 30 people, all of whom were female. The research method used is a case study, the research data was analyzed using conjoint analysis with a combination of 3 attributes, namely freshness, packaging, and price.Based on the results of the study, it can be concluded that the attributes attached to hydroponic vegetables in this study are 3 attributes, namely freshness, packaging, and price. From the results of the conjoint analysis conducted by researchers, the attribute most preferred by consumers is high freshness. Consumer preferences for hydroponic vegetables in the female farmer group (KWT) Citra show consumer preferences for hydroponic vegetables by assessing the attributes of hydroponic vegetables where the importance value for the freshness attribute is 76.679%. This shows that consumer preferences for hydroponic vegetables in the female farmer group (KWT) Citra show that freshness is a consumer consideration in choosing hydroponic vegetables while packaging and price are not too much of a consumer consideration in choosing hydroponic vegetables.