Dewi, Anggraeni Umarta Novita (2026) Analisis Preferensi Konsumen Terhadap Cookies Varian Keju Di Industri Cookies Rumahan Surabaya Dengan Metode Analisis Konjoin. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Cookies are a popular food product available in various flavors, including cheese. Intense competition in this product category requires MSMEs to understand consumer preferences in order to develop products that meet market needs. This study aims to analyze consumer preferences regarding cheese-flavored cookies produced by the MSME "Cookies Surabaya" using conjoint analysis. The study involved 100 respondents selected via accidental sampling through questionnaire distribution. The analysis revealed that the attribute with the highest importance was the cookie type (31.456%), followed by price (28.195%), packaging size (27.785%), and cheese flavor intensity (13.564%). The product combination most preferred by consumers consisted of Cheese Nastar (utility value: 0.300), a 650 ml package size (0.117), a price range of IDR 150,000–200,000 (0.133), and strong cheese flavor intensity (0.060). Model fit testing yielded a Pearson's R value of 0.974 (Sig. 0.000) and a Kendall's Tau value of 0.778 (Sig. 0.002), indicating a good level of fit in representing consumer preferences. These findings are expected to serve as a basis for "Cookies Surabaya" to develop cheese-flavored cookies that align with consumer needs, thereby enhancing the product's market competitiveness.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) T Technology > TP Chemical technology T Technology > TS Manufactures |
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| Divisions: | Faculty of Engineering > Departement of Food Engineering | ||||||||||||
| Depositing User: | Anggraeni Umarta Novita Dewi | ||||||||||||
| Date Deposited: | 24 Jul 2026 03:15 | ||||||||||||
| Last Modified: | 24 Jul 2026 03:15 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56225 |
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