EXPLORING CONSUMER PREFERENCES OF SHALLOTS THROUGH CONJOINT ANALYSIS IN THE YOGYAKARTA PROVINCE

Abstract

Abstract: Shallots as one of the main consumption ingredients in households and also the culinary industry has an irreplaceable role as a cooking ingredient. Consumer preferences in choosing shallots are important to know. This study aims to determine consumer preferences in Yogyakarta Province regarding shallots based on selected product attributes. This study uses a quantitative descriptive method. The location of the research is in the Special Region of Yogyakarta Province. The respondents used were 100 consumers. Conjoint Analysis is used to find out the preferences of shallot consumers. The results of the analysis showed that the attributes with the highest value in consumer preferences were price with an importance level of 35.01%, followed by scent (25.32%), color (24.62%), and size (15.04%). Pearson's correlation value of r of 0.786 indicates that the model has a fairly strong relationship rate. The combination of consumer preferences formed is shallots at cheap prices, mild aroma, fiery red color, and large size.

Keywords: Consumers; Preferences; Shallots