Consumption and Consumer Preferences of Fresh and Frozen Potatoes in Semarang City
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Published
30 June 2024
Keywords:
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conjoint analysis, consumer preference, consumption spending, most important attributes
Abstract
Farmers, producers, and other parties involved in the agricultural production chain of vegetable commodities place a high value on knowing consumer preferences when making decisions on developing and manufacturing agricultural food products. This study aims to investigate consumer behavior and identify information on consumer preferences for both fresh and processed (frozen) potatoes. The study was conducted in Semarang City, using a survey method. Purposive sampling method was employed to recruit 100 respondents, aged above 21 years, residents of Semarang City, and had consumed at least fresh and/or frozen potatoes in the last month. A questionnaire using Google Forms was employed to gather data online. It was distributed via social media platforms. The data collected was analyzed by descriptive and conjoint analysis. The results showed that the most frequent consumption was once a week with regular types of fresh potatoes being consumed; the respondents' spending on potato consumption was ≤ IDR 25,000/ month, and they consumed ≤2 kg of potatoes per week. Potato consumer preferences showed that the fresh potato attributes most liked by consumers are large tuber size, smooth skin, and ≤5 lateral buds, with the number of lateral bud attributes being the most prioritized. The most preferred attributes for frozen potatoes are a straight form, priced at IDR 39,000 to 58,000, batter-coated flavor, 801-1000 gr size packaging, and branded, with the shape attribute being the most prioritized. These findings suggest that farm producers can develop innovative potato varieties with fewer lateral buds and shapes for frozen potatoes.
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Haeruddin, Basri, Z., & Hamma, A. (2019). Faktor yang mempengaruhi permintaan konsumen terhadap produk minyak kelapa (minyak mandar) Desa Patampanua Kecamatan Matakalo Kabupaten Polewali Mandar. Jurnal Ilmu Pertanian, 4(1), 18–23. https://doi.org/https://dx.doi.org/10.35329/agrovital.v4i1.320
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Irsyad, E., Yoesdiarti, A., & Miftah, H. (2018). Analisis persepsi dan preferensi konsumen terhadap atribut kualitas sayuran komersial di Pasar Modern. Jurnal Agribisains, 4(2), 1–7. https://doi.org/https://doi.org/10.30997/jagi.v4i2.1561
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Izhar, M. D. (2020). Hubungan antara konsumsi junk food, aktivitas fisik dengan status gizi siswa SMA Negeri 1 Jambi. Jurnal Formil (Forum Ilmiah) KesMas Respati, 5(1), 1–7. https://doi.org/https://doi.org/10.35842/formil.v5i1.296
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Kumrotin, E. L., & Susanti, A. (2021). Pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen pada Cafe Ko.We.Cok Di Solo. J-MIND (Jurnal Manajemen Indonesia), 6(1), 1. https://doi.org/10.29103/j-mind.v6i1.4870
Kyntani, A., Nadja, R. A., Bulkis, S., & Thamrin, M. (2022). Konsumen terhadap keputusan pembelian produk frozen food selama masa pandemi covid-19 di Kota Makassar. Jurnal Penelitian Dan Pengabdian Masyarakat, 1(10), 835–849. https://doi.org/https://doi.org/10.59141/comserva.v1i10.168
Lacy, K., & Huffman, W. E. (2016). Consumer demand for potato products and willingness-to-pay for low-acrylamide, sulfite-free fresh potatoes and dices: evidence from lab auctions. Journal of Agricultural and Resource Economics, 41(1), 116–137. https://doi.org/10.22004/ag.econ.230777
Laksono, A. W., & Suryadi, N. (2020). Pengaruh citra merek, kepercayaan merek, dan kualitas produk terhadap loyalitas merek pada pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, I(1), 8–16. https://doi.org/https://doi.org/10.33019/hjmr.v3i1.1804
Lenaini, I. (2021). Teknik pengambilan sampel purposive dan snowball sampling. Jurnal Kajian, Penelitian Dan Pengembangan Pendidikan Sejarah, 6(1), 33–39. https://doi.org/https://doi.org/10.31764/historis.v6i1.4075
Li, J., Wu, Y., & Xiao, J. J. (2020). The impact of digital finance on household consumption: evidence from China. Economic Modelling, 86, 317–326. https://doi.org/10.1016/j.econmod.2019.09.027
Lutfi, L., & Hafriana, D. U. (2020). Analisis kadar glukosa pada kentang rebus (solanum tuberosum) sebagai pengganti nasi bagi penderita diabetes melitus dengan menggunakan spektrofotometri 1. Jurnal Media Laboran, 10(1), 26–32. Retrieved from https://jurnal.uit.ac.id/MedLAb/article/view/1195
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Authors
FathiyaK., PrastiwiW. D., & EkowatiT. (2024). Consumption and Consumer Preferences of Fresh and Frozen Potatoes in Semarang City. Journal of Consumer Sciences, 9(2), 266-285. https://doi.org/10.29244/jcs.9.2.266-285
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