ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN BUAH JERUK DI PASAR WADUNG ASRI KECEMATAN WARU KABUPATEN SIDOARJO

Nurcahyo, Afif Adam Aqmar (2025) ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN BUAH JERUK DI PASAR WADUNG ASRI KECEMATAN WARU KABUPATEN SIDOARJO. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.

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Abstract

The purpose of this study is to identify and analyze the factors that influence consumer preferences in purchasing citrus fruits at Wadung Asri Market, and assess their level of satisfaction with these purchases. This study used nonprobability sampling technique. Respondents were randomly selected from a group of consumers who were available and willing to provide information during the study. The data collected in this studies include primary and secondary data. For analysis purposes, the Important and Performance Analysis (IPA) method and the Customer Satisfaction Index (CSI) are used. The results of IPA analysis show that the attribute of citrus peel color is important but has low performance. Meanwhile, attributes such as fruit flavor, price, market location and service speed are categorized as important and show good performance. Meanwhile, attributes that are considered less important and have moderate performance include water content, comfort, safety, and accuracy of services in the market. The attribute that is considered not very important but has excessive performance is the size of the citrus fruit. To find out the level of consumers satisfaction, it is calculated through the Consumer Satisfaction Index (CSI), which shows a CSI value of 81.28%, which is included in the verry satisfied category (76% < CSI ≤ 100%) Keywords: consumer attributes, consumer preferences, consumer satisfaction

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Hidayat, Syarif Imam NIDN0718026301 UNSPECIFIED UNSPECIFIED Winarno, Sri Tjondro NIDN0011025908 UNSPECIFIED
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Departement of Agribusiness
Depositing User:	Afif Adam afif aqmar
Date Deposited:	20 Jun 2025 07:36
Last Modified:	20 Jun 2025 07:36
URI:	https://repository.upnjatim.ac.id/id/eprint/38568

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