Conjoint analysis of consumer preferences for pineapple fruit in Labuhan Batu District, North Sumatra

Abstract

This study aims to determine consumer characteristics and attributes, and level of pineapple fruit, which are consumers’ preferences in Labuhan Batu District, North Sumatra Province. The largest peatland is on the east coast, namely in the Labuhan Batu District area of 192 thousand ha. Some research results support that pineapple is tolerant of high soil acidity levels, adaptive to peat swampland that is tolerant of pH 3‒4. Based on this, pineapple is a potential plant in Labuhan Batu District, so sustainable pineapple cultivation is needed. By understanding the characteristics, attributes of pineapple level, from consumer preferences, it is hoped that marketing and determining sales strategies can be adjusted to market demand: methods, conjoint analysis. The characteristics of the consumers used are gender, age, education level, type of work, family income per month, number of family members, and purchase frequency for attributes, taste, size, taste, color, and texture. The results of the study, the characteristics of age 25‒44 are consumers who consume the most pineapples. The combination of pineapple fruit that consumers like, fruit with a sweet taste, large size, strong taste, soft and smooth texture, and yellowish-green color. This can be considered in determining the target market and marketing strategy for pineapple in Labuhan Batu District, North Sumatra Province.

Business Analysis and Vegetable Hydroponic Marketing

“…The research was conducted in December 2022 and employed a case study methodology. Case studies are particularly suited for investigations with specific and directed objectives rather than generalized applicability (Hernosa et al, 2021). This research adopts a descriptive and quantitative approach, aimed at delineating and identifying the predominant types of presupposition (Chen & Cheng, 2022).…”

Karakteristik Konsumen Nanas Dikabupaten Labuhan Batu Sumatera Utara

“…Pemasar yang peka terhadap pendapatan konsumen dapat dengan seksama memperhatikan minat dalam pendapat pribadi, tabungan dan tingkat bunga. Sehingga indikator ekonomi, pendapatan keluarga, dapat menunjukkan kepada pemasar jenis produk yang akan dibelinya (S P Hernosa et al 2021).…”

Analisis Preferensi Konsumen Jamur Tiram Di Desa Perkebunan Teluk Panji

“…Tingkat pendidikan konsumen dapat dilihat dari pendidikan terakhir mereka. (Hernosa, 2021) karakteristik responden berdasarkan tingkat pendidikan di desa perkebunan teluk panji, bisa di lihat pada tabel 5 Konsumen dengan tingkat pendidikan lebih tinggi akan memperhatikan kualitas produk dan juga kesehatan serta keamanan produk bagi dirinya. Responden dengan pendidikan SMA memiliki presentase sebesar 35%, SMP 28%, sd 21,7% dan S1 15%.…”