Preferensi Konsumen Dalam Pembelian Beras Premium di Kota Surabaya

Yesfy, Vamya Zolafa (2026) Preferensi Konsumen Dalam Pembelian Beras Premium di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Premium rice is one of the food commodities that is widely preferrend by consumers due to its superior physical quality and better taste compared to regular rice. The increasing awareness of food quality has made consumer preference an important factor for producers and marketers to understand. This study aimed to analyze consumer characteristics, identify the factors influencing consumer preferences for premium rice, and examine consumer preferences toward premium rice attributes in Surabaya City. This research employed a quantitative approach using a survey method involving 100 respondents selected through purposive sampling. The data were analyzed using descriptive analysis, Exploratory Factor Analysis (EFA), and the Fishbein multi-attribute model. The result showed that the majority of premium rice consumers in Surabaya were female, aged 20-39 years, had educational backgrounds ranging from senior high school to bachelor’s degree, and possessed diverse income levels. The EFA identified two main factors affecting consumer preferences. The first factor was Extrinsic Attributes and Added Value, consisting of aroma, packaging, packaging information, quality label, and willingness to pay more. The second factor was Physical Attributes, including white color, whole grain, texture, and cleanliness. The Fishbein model produced an attitude score of 147.38, indicating a high level of consumer preference for premium rice. The attributes with the highest evaluation scores were texture, cleanliness, and price, while whole grain and brand received the lowest scores. These findings are expected to serve as valuable input for producers and marketers in improving product quality and developing marketing strategies that align with consumer preferences. Keywords: premium rice, consumer preferences, Exploratory Factor Analysis, Fishbein model, Surabaya City

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Rozci, Fatchur	NIDN0607069501	fatchur_rozci.agribis@upnjatim.ac.id
Thesis advisor	Setyadi, Taufik	NIDN0630086601	taufiksetyadi.agri@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Vamya Zolafa

Date Deposited:

05 Aug 2026 01:26

Last Modified:

05 Aug 2026 01:32

URI:

https://repository.upnjatim.ac.id/id/eprint/58375