ANALISIS PERSEPSI DAN PREFERENSI KONSUMEN TERHADAP ATRIBUT KUALITAS SAYURAN KOMERSIAL DI PASAR MODERN
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Abstract
Penelitian bertujuan untuk mengetahui persepsi serta preferensi konsumen terhadap atribut kualitas sayuran komersial di pasar modern. Metode penelitian yaitu non probability sampling. Penelitian menggunakan analisis deskriptif dan uji Chi-Square. Persepsi konsumen: (1) Kentang : cukup bersih, warna daging kuning, kulit kelupas kecil, ukuran sedang, kulit coklat muda, mata <5, benjolan <3, lonjong. (2) Tomat : segar, kadar air 20-35%, agak asam, hijau kemerahan, agak lunak, ukuran sedang, agak bulat. (3) Bawang merah : cukup bersih, diameter 2,5 cm, agak menyengat, agak bulat, warna ungu muda dan ungu tua, cukup mulus, anakan 2-3. (4) Bayam: segar, hijau, cukup mulus, jumlah daun sedang, ukuran sedang, cukup seragam, agak lonjong. Sedangkan Preferensi: (1) Kentang : sangat bersih, tanpa benjolan, warna daging kuning, kulit licin mulus, tidak memiliki mata, ukuran sedang, kulit coklat muda, lonjong. (2) Tomat: sangat segar, manis, keras, merah, ukuran sedang, kadar air 20-35%, lonjong. (3) Bawang merah : ukuran 2,5 cm, menyengat, mulus, merah-ungu tua, tidak memiliki anakan. (4) Bayam : segar, hijau, mulus, daun banyak, ukuran sedang, seragam, agak lonjong, memiliki akar. Uji Chi-Squre menunjukkan atribut kualitas kebanyakan berbeda nyata.
Kata Kunci : Persepsi, Preferensi, Chi-Square, Pasar modern
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