ANALISIS PREFERENSI KONSUMEN UBI MADU DI KECAMATAN TRAWAS KABUPATEN MOJOKERTO (Analysis of Ubi Madu Consumer Preferences In Trawas Subdistrict, Mojokerto Regency)

Abstract

Ubi madu is one variety of sweet potatoes known for its distinct sweetness and potential as a highly nutritious local food source. The purpose of this research is to understand the characteristics of sweet potato honey consumers and analyze their preferences. The analytical methods employed include qualitative descriptive analysis and conjoint analysis, utilizing the full-profile method with a sample of 70 respondents selected through purposive sampling. The research findings reveal that sweet potato honey consumers in Trawas Subdistrict, Mojokerto Regency, are predominantly aged between 20-34 years, primarily female, with an educational background of high school/equivalent, engaged in entrepreneurial activities, and earning more than Rp. 2,000,000. The order of attributes considered by consumers includes sweetness, a price of Rp. 8,000, medium size, preference for traditional market locations, oblong shape, promotional discounts, and offline advertising.

Keywords: Consumer Preferences, Conjoint, Honey Sweet Potato, Trawas.