ANALISIS PREFERENSI KONSUMEN TERHADAP MINUMAN JAMU TRADISIONAL DI KECAMATAN GONDANG KABUPATEN NGANJUK

Defitasari, Defitasari (2022) ANALISIS PREFERENSI KONSUMEN TERHADAP MINUMAN JAMU TRADISIONAL DI KECAMATAN GONDANG KABUPATEN NGANJUK. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The COVID-19 pandemic has had the impact of changing lifestyles which have shifted to a healthy lifestyle consumption pattern to increase body immunity such as consuming traditional herbal medicine, thus making traditional herbal medicine businesses have quite promising opportunities and causing more and more traditional herbal medicine businesses so that competition is getting tighter while traditional herbal drinks have not fully able to attract people's interest to make purchases because traditional herbal drinks are not in accordance with people's preferences. The purpose of this study was to describe consumer characteristics and the purchasing decision process, analyze the importance of the attributes of traditional herbal drinks and analyze the choice of attributes of traditional herbal drinks that became consumer preferences. The sampling method used purposive sampling with a total sample of 100. The analytical method used descriptive analysis to describe consumer characteristics and the purchasing decision process, Importance Performance Analysis (IPA) to analyze the importance of the attributes of traditional herbal drinks and conjoint analysis to analyze the choice of drink attributes traditional herbal medicine that is a consumer preference. The results showed that consumers of traditional herbal drinks were dominated by women aged 36-45 years with married status, the last education was high school, worked as a private employee and an income of Rp. 1,500,000-Rp. 3,000,000. The purchasing decision process for respondents to consume traditional herbal drinks to maintain health, the source of information is mostly from the family, the most considered attribute is taste, the consumer purchasing decision process is carried out at the herbal medicine kiosk and in a planned manner, and the respondents after consuming traditional herbal drinks feel quite satisfied. The results of the Importance Performance Analysis show that the attributes that are considered important but whose performance is not yet satisfactory are located in quadrant I, namely brand, guarantee of original sugar, packaging, composition. The attributes that are considered important and whose performance has been satisfactory are located in quadrant II, namely efficacy, price, taste, availability, and safety. Attributes that are considered less important are in quadrant III (expired label) and quadrant IV (convenience). The results of the conjoint analysis show consumer preferences for traditional herbal drinks, namely traditional herbal drinks with a sweet taste, priced at Rp. 5000-Rp. 10,000, boxed almond bottles, health care properties, COD service, always available supplies, hygienic traditional herbal drinks using composition labels herbal medicine, original sugar guarantee, brand and expired label. Keywords: Consumer Preference, Traditional Herbal Drinks

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Thesis (Undergraduate)

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