Consumer Preference and Loyalty for Purchase of Processed Banana Products in Makassar City

Rosada, Ida (2023) Consumer Preference and Loyalty for Purchase of Processed Banana Products in Makassar City. American Journal of Humanities and Social Sciences Research (AJHSSR), 7 (1). pp. 1-7. ISSN 2378-703X

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Official URL: https://issuu.com/ajhssr.editor/docs/t22701154160

Abstract

This study aims to describe the characteristics of consumers of processed banana products in Makassar City, to describe the type of product (product variant) and the price of processed banana products, to analyze consumer preferences for processed banana product attributes, to analyze the level of consumer loyalty towards purchasing processed banana products in Makassar City. Data analysis used is descriptive analysis and arithmetic mean (arithmetic mean). The results of this study indicate that the consumer characteristics of the three processed banana products are: female gender with the age of the respondent being 22 years old; the work of the majority of respondents is student/student; and the average education of the respondents is S1 graduates. Product types (product variants) Big Bananas, Piscok Super and PiscokLumer, namely rolls and bites and prices for big bananas start from Rp. 25,000 - Rp. 30,000/pack, Piscok Super has a price of Rp. 19,000 - Rp. starting from IDR 15,000 - IDR 25,000 / pack. Consumer preferences for the attributes of the three brands of processed banana products are crunchy texture, attractive packaging, good taste, moderate price and pleasant aroma. The level of consumer loyalty from the three brands of processed products, namely big bananas, piscok super and melted piscok, is the most loyal consumer of big bananas, while consumers with a low level of loyalty are melted piscok. KEYWORDS : Preference, Consumer Loyalty, Processed Banana Products

Item Type:	Article
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	FAKULTAS PERTANIAN > AGROBISNIS
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	05 Jul 2023 05:35
Last Modified:	05 Jul 2023 05:35
URI:	http://repository.umi.ac.id/id/eprint/3013

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