Preliminary Study of Consumer Preference in Decision Making Processed Fish Products in Bekasi (Case Study of Bandar Djakarta Restaurant, Bekasi)

Abstract

Consumer preference is a consumer attitude towards a product choice. The needs and desires of consumers are very varied and can change because of the factors that influence consumers in choosing products. This study aims to analyze consumer preferences and what attributes are considered by consumers in making decisions to choose processed fish products. This research was conducted at Bandar Djakarta Restaurant, Summarecon, Bekasi City in February - March 2021. Primary data collection techniques used accidental sampling of 30 respondents, while secondary data was obtained from Bandar Djakarta Bekasi, FPIK Unpad Library and Unpad Public Library. The analytical tool used to determine consumer preferences is the measurement of attitudes using the Likert scale and the attribute analysis tool that is considered in product selection, namely the Chi Square analysis. Based on the results of the analysis of the level of consumer preference at the Bandar Djakarta Restaurant, it shows that the most preferred processed product is shrimp. The attributes that are considered in purchasing processed shrimp products are consecutively good taste, low price, and easy to find, high nutrition and family preference at the same level.