Preferensi Konsumen Membeli Daging Ayam Broiler di Pasar Tanjung Anyar Kota Mojokerto

Puspanegara, Gilang Amanda (2025) Preferensi Konsumen Membeli Daging Ayam Broiler di Pasar Tanjung Anyar Kota Mojokerto. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study examines purchasing preferences for broiler chicken meat in traditional markets in Mojokerto City, a city with the highest consumption of broiler chicken meat in East Java despite being the smallest city. The purpose of this study is to describe consumer characteristics and analyze consumer preferences regarding broiler chicken meat product attributes and factors that influence consumer purchasing decisions for broiler chicken meat. This qualitative research was conducted in May-June 2025 at the Tanjung Anyar Traditional Market, Mojokerto City. A non-probability sample, selected randomly, was used to determine the sample location. A total of 97 respondents who were encountered randomly and willing to participate were used to determine the sample. Conjoint analysis was used for consumer preferences, descriptive analysis for consumer characteristics, and SEM PLS for factors influencing consumer purchasing decisions. Based on the results of consumer research on broiler chicken meat at Tanjung Anyar Market, Mojokerto City, the market is dominated by women aged 31-42 years with a high school education, working as private employees with an income of Rp. 1,600,000-Rp. 3,000,000. The combination of attributes most preferred by consumers is chicken meat priced at <Rp. 30,000, reddish-white in color, and from the breast. Cultural, social, personal, and psychological factors have a significant influence on consumers' purchasing decisions for broiler chicken meat. The impact of this preference analysis research is expected to help producers and traders understand consumer needs and desires, thereby enhancing the competitiveness of broiler chicken meat products in the Tanjung Anyar Market in Mojokerto City. KEYWORDS : Consumer preferences, Consumer characteristics, Chicken meat, Attributes, Conjoint analysis

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Yuliati, Nuriah	NIDN0712076202	nuriah_y@upnjatim.ac.id
Thesis advisor	Setiawan, Risqi Firdaus	NIDN0007069601	risqi.f.agribisnis@upnjatim.ac.id

Subjects:

S Agriculture > SF Animal culture

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Gilang Amanda Puspanegara

Date Deposited:

24 Oct 2025 02:17

Last Modified:

24 Oct 2025 02:17

URI:

https://repository.upnjatim.ac.id/id/eprint/45735