Analisis Preferensi Konsumen terhadap Atribut Kualitas Eksternal Jeruk Mandarin di Kota-Kota Besar Indonesia: Bukti Empiris dari Eksperimen Pilihan Diskret

Wahyu Ari Wibowo; Zunan Setiawan; Fitroh Adilla

doi:10.69693/ijmst.v4i3.12788

Authors

Wahyu Ari Wibowo Universitas Ahmad Dahlan
Zunan Setiawan Universitas Ahmad Dahlan
Fitroh Adilla Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12788

Keywords:

Preferensi Konsumen, Jeruk Mandarin, Kualitas Eksternal, Eksperimen Pilihan Diskret, Keputusan Pembelian

Abstract

Jeruk mandarin merupakan salah satu komoditas hortikultura yang banyak dikonsumsi masyarakat Indonesia karena memiliki cita rasa yang khas, kandungan gizi yang baik, dan mudah ditemukan di berbagai saluran pemasaran modern maupun tradisional. Dalam proses pembelian, konsumen sering kali menjadikan atribut kualitas eksternal sebagai dasar penilaian awal sebelum memutuskan untuk membeli suatu produk. Atribut tersebut meliputi ukuran buah, warna kulit, tingkat kesegaran, kebersihan permukaan, dan harga yang ditawarkan. Penelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap atribut kualitas eksternal jeruk mandarin di kota-kota besar Indonesia dan mengidentifikasi atribut yang paling memengaruhi keputusan pembelian konsumen. Penelitian menggunakan metode Discrete Choice Experiment (DCE) yang dirancang untuk mengukur pilihan konsumen terhadap berbagai kombinasi atribut produk. Data dikumpulkan melalui survei terhadap konsumen di beberapa kota besar Indonesia, yaitu Jakarta, Surabaya, Bandung, Medan, dan Yogyakarta. Analisis data dilakukan menggunakan model pilihan diskret untuk mengestimasi tingkat kepentingan masing-masing atribut dan kecenderungan konsumen dalam memilih produk. Hasil penelitian menunjukkan bahwa warna kulit yang cerah, ukuran buah yang seragam, tingkat kesegaran yang tinggi, dan harga yang kompetitif merupakan atribut yang paling diperhatikan oleh konsumen dalam memilih jeruk mandarin. Di antara seluruh atribut yang dianalisis, kesegaran dan warna kulit memiliki pengaruh paling besar terhadap preferensi konsumen. Temuan ini menunjukkan bahwa peningkatan kualitas visual produk dan pemeliharaan kesegaran buah dapat menjadi strategi yang efektif bagi produsen, distributor, dan pelaku ritel dalam meningkatkan daya saing jeruk mandarin di pasar perkotaan Indonesia.

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