Analisis Preferensi Konsumen terhadap Produk Susu Berbasis Analisis Conjoint dengan menggunakan Metode Presentasi Pairwise-Comparison (Studi Kasus di Beberapa SMP se-Kecamatan Banyumanik Semarang)

Abstract

This study aims to help producer or milk companies to know and understand consumer preferences for attributes combination of milk products specifically for adolescent. The method used in this study is the conjoint analysis using pairwise-comparison as a method of presentation. The attributes selected in this study are the type of milk, flavor, packaging, and fat content. The result of this analysis shows that the packaging is the most important attribute between the other attributes with a relative importance value of 56.13%. The second most importance attribute is flavor of milk with a relative importance value of 38.55%, fat content with a relative importance value of 4.28%, and the type of milk is 1.05%. While the real combination is desired by consumers of milk products specifically for adolescent are condensed milk, chocolate, canned, and non fat. Keywords: consumer preferences, milk products specifically for adolescent, conjoint analysis, pairwise-comparison.