ANALISIS PREFERENSI KONSUMEN DALAM MEMBELI DAGING SAPI DI PASAR TRADISIONAL KABUPATEN PURWOREJO

Abstract

MARISSA ARUM WIJAYA. H 0304032. The Analysis of Consument Preference in Buying Cow Meat in Traditional Market of Purworejo Regency under guidance of Ir.Sugiharti Mulya Handayani, M.P. and Ir. Ropingi, M.Si. Faculty of Agriculture University of Sebelas Maret Surakarta. This research was intended to discover meat attribute that becomes preference or consument favorite in Purworejo Regency and the most consideration attribute that consument took in making decision in buying cow meat in Purworejo Regency. The based method that is used in this research is descriptive. A selection research location was done intentionally in Purworejo Regency. The research location took place in four traditional markets in Purworejo Regency with 100 respondents as a sample. The data that is used are primer and secondary through data recording, interview, and observation. An analysis that is used is chi square and fishbein multiattribute action analysis. The result shown that 86 female respondents in age group between 25-44 years old is 58 respondents, with a diplome degree 45 respondents, a teacher with 27 respondents amongst 75 respondents had a monthly income < Rp 725.000,00 and 40 respondents have 4 people in a family member. A chi square analysis was shown that allcow meat variables is significantly different in 95 percent probability. It means, a consument preference concerning cow meat in Purworejo Regency have a differentiates consument preference regarding to cow meat. From a result of fishbein analysis was discovered that consument consider all cow meat attribute before they decided to buy cow meat. A conclusion from an analysis that formerly done was a cow meat that becomes consument preference in Purworejo Regency is a cow meat with a light red colour, less fat and meat at part of the top. The most consider attribute meat cow by consument in making decision to buy cow meat in Purworejo Regency traditional market, in rows, the colour of meat, part of meat, and fat contents. The suggestions for this research is producent is expected to provided a cow meat accordance to consument preference request. In order to obtain a light red in cow meat, a producent has to take notice of concentrate or livestock woof for cows. With the purpose to obtain less fat, it is best to give attention on the way of food feeding, and to ease a consument choosing part of the meat, it is better for seller served part of top and beneath meat separately