PREFERENSI KONSUMEN TERHADAP PEMBELIAN MANISAN (STUDI KASUS : MANISAN SRI LANGKAT DI KECAMATAN STABAT KABUPATEN LANGKAT PROVINSI SUMATERA UTARA)

Abstract

Langkat Regency is a center for selling sweets. Sri Langkat Sweets Business is one of the
confectionery businesses located in Stabat District. Sri Langkat Sweets Business was
founded by Mrs. Salamiah since 2010. At the Sri Langkat Sweets Business, it has 3 types
of packaging, namely clear plastic, standing pouch, and small cup, with types of sweets,
namely gelugur, mango and snakefruit, and has 2 flavor variants, namely sweet and sour.
The purpose of this study is to determine which attributes are the most dominant
considered by consumers in purchasing decisions of Sri Langkat Sweets in Stabat District
and to determine the combination of Sri Langkat Manisan attributes that are consumer
preferences. This study uses conjoint analysis and qualitative descriptive methods. The
results of this study indicate that the order of attributes that are most considered by
consumers in purchasing Sri Langkat sweets are packaging, type and taste. This can be
seen from the respective NPR values, namely packaging (40,155), type (38,119), and taste (21,726). The combination of the Sri Langkat Manisan order which is a consumer
preference with small cup packaging, types of gelugur and sour taste.