Febryanti, Tri Redyta (2025) Analisis Preferensi Konsumen Terhadap Produk Nugget Ayam Frozen di Wilayah Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Frozen chicken nuggets are processed ground chicken with binding agents and seasonings, coated with breadcrumbs, heated, packaged, and frozen to maintain quality. Increasingly fierce competition between brands requires manufacturers to produce products that meet consumer needs. This study aims to analyze consumer preferences for frozen chicken nugget product attributes using Conjoint Analysis and Multiple Linear Regression. The results show that the attributes most influential on consumer preferences are flavor variants (28.46%), followed by package size (27.92%), price (27.12%), and crumb texture (16.51%), with the highest preference for the original variant, price <Rp20,000, packaging 100–250 grams, and bread crumbs coating. Regression analysis shows that the variables of brand, testimonials, availability, packaging design, product image (USP), and advertising have a significant positive effect on purchasing decisions, while labels do not. Simultaneously, all variables had a significant effect with a model contribution of 54.4%. The implications of this study indicate that the marketing strategy for frozen chicken nuggets in Surabaya needs to focus on increasing product availability, strengthening brand image, and utilizing advertising and testimonials as promotional media.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Engineering > Departement of Food Engineering | ||||||||||||
| Depositing User: | Tri Redyta Redyta Febryanti | ||||||||||||
| Date Deposited: | 03 Dec 2025 04:54 | ||||||||||||
| Last Modified: | 03 Dec 2025 04:54 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47564 |
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