ANALISIS PERSEPSI DAN PREFERENSI KONSUMEN TERHADAP PEMBELIAN DURIAN LOKAL DAN DURIAN IMPOR (Suatu Kasus di Rumah Durian Harum Serpong, Kota Tangerang Selatan)
| Main Author: | FITRI, ANNISA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/3510/1/Analisis%20persepsi%20dan%20preferensi%20konsumen%20terhadap%20pembelian%20durian%20lokal%20dan%20durian%20impor.PDF https://eprints.untirta.ac.id/3510/ |
Daftar Isi:
- ABSTRACT The aims of this research are (1) to analyze consumers’ perception toward local and import durian’s fruit at Rumah Durian Harum Serpong. (2) Analyze customers’ preference toward durian fruit local and import at Rumah Durian Harum Serpong. This research used survey method, which the involved respondents are the customers who were shopping amounted to 100 customers with used accidentally sampling. The technique of perception data analysis and costumer’s preferences of local and import durian analyzed with multidimensional scalling. The result of this research showed that the perception based on attribute of local durian (medan durian) and import durian (Monthong Thailand) both have soft texture. Based on respondents rating, Medan’s durian superiority are in the price (low price), taste (sweeter than monthong’s durian), and good flavor. Meanwhile, the superiority of Monthong’s durian is from the size (bigger than medan’s durian), the color of flesh (attractive), the thickness of the flesh, and the taste (sweet). Furthermore, the deficiency of Medan’s Durian are from the size of the durian (medium), the thickness of the flesh (medium), the color of flesh (medium). While, the deficiency of monthong’s durian (Thailand) are the price is expensive, the flavor of the flesh (medium), import durian as monthong Thailand has a relatively high preference than medan’s durian. High preference for attribute like size, color, flesh, thickness of flesh, and taste, this result simultaneously showed that the Thailand monthong’s durian is much preferred option at Rumah durian Harum Serpong. Key words: Customer Perception, Customer Preferences, and Attribute of Durian.