The Consumer Preference Analysis Of Beef Product In Traditional Market Of Semarang City

Abstract

Beef is animal food commodities that contain high nutrition. The purpose of study is to analyze the characteristics and preferences of beef consumers in traditional markets of Semarang City. This research was conducted in February - March 2020 in five Semarang City Traditional Markets, namely Damar, Waru Indah, Mangkang, Genuk and Peterongan Market. Determination of location using a purposive method with consideration traditional markets generally have more buyers than modern markets. The research uses the survey method. The number of samples is determined as many as 100 consumers as respondents with the quota sampling. The sampling method uses purposive sampling that is applying specific criteria to determine respondents. Methods of data collection by interviewing respondents, observations, study of literature and documentation. Analysis data used is descriptive, chi square, crosstab and conjoint analysis. Attributes studied included the color, fat content and cuts of meat. Descriptive for analysis characteristics results most of female consumers, aged 36-40 years, the last educated High School, work as a housewife and have a family income > Rp. 5,000,000 / month. Chi square and crosstab analysis results show a relationship between the number of family members and the number of beef purchases. The results of the conjoined analysis show that consumers prefer bright red, nonfat and chunks of meat part 3 (veggie, ribs, samcan and brisket). Beef attributes that are most important for consumers during the purchase process is based on the Importance Values where fat 44.99%, color 28.24% and cutlet 26.75%. Keywords: beef, characteristic, consumers, preferences.