Analisis Perbedaan Preferensi Konsumen terhadap Pembelian Buah Jeruk Lokal dan Buah Jeruk Impor di Pasar Modern Kota Medan

Abstract

This research is motivated by citrus fruit is a fruit that is widely consumed and has a high demand. Increased consumer demand for citrus fruits is inevitable. The increasing number of imported citrus fruit products in the national market, there will be competition between local citrus fruits and imported citrus fruits. Imported citrus fruits are widely found in various cities and regencies in Indonesia including Medan City, therefore this study is needed to determine the characteristics and behavior as well as consumer preferences for local citrus fruits and imported citrus fruits in the Modern Market of Medan City. This study aims to examine what attributes are the preferences of consumers in buying local citrus fruits and imported citrus fruits in the Modern Market of Medan City and to analyze which attributes are most considered by consumers in buying local citrus fruits and imported citrus fruits in the Modern Market of Medan City. The data used is primary data. Data analysis used is Chi-Square and Fishbein multiattribute. The results of the study indicate that there are differences in consumer preferences for the attributes of local citrus fruits and imported citrus fruits, except for flavor attributes. Local citrus fruits that become consumer preferences in the Modern Market of Medan City are having a sweet taste, the price of oranges at a price of <Rp 20,000/Kg, orange packaging is not wrapped, the benefits of oranges as a manifestation of a healthy lifestyle, greenish yellow skin color, smooth skin texture with large pores, durability at room temperature, large fruit diversity, direct promotion at the location, ease of getting based on stock availability, the number of seeds 1-3 seeds, a lot of water content, yellow-orange pulp color. While the preferences of imported citrus fruits are having a sweet taste, the price of oranges Rp 30,001-Rp 40,000/Kg, orange packaging wrapped in plastic, the benefits of oranges as a fulfillment of nutritional needs, orange yellow skin color, smooth skin texture with small pores, durability at refrigeration temperatures, medium-sized diversity, direct promotion at the location, ease of getting based on stock availability, the number of seeds does not exist, a lot of water content, and orange pulp color.