Preferensi Mahasiswa Universitas KH. A. Wahab Hasbullah terhadap Buah Jambu Gondang Manis di Jombang
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Abstract
Penelitian ini bertujuan untuk mengetahui preferensi mahasiswa terhadap jambu gondang manis di Jombang dan mengkaji atribut yang paling dipertimbangkan konsumen dalam keputusan membeli jambu gondang manis di Jombang. Teknik Penentuan sampel menggunakan metode Proportionate Stratified Random Sampling dengan jumlah responden 99 orang. Analisis yang digunakan adalah analisis chi square dan analisis multiatribut fisbein. Hasil analisis chi square atribut buah jambu gondang manis menunjukkan bahwa seluruh variabel buah jambu gondang manis berbeda nyata pada taraf kepercayaan 95%. Artinya terdapat perbedaan preferensi konsumen terhadap buah jambu gondang manis. Buah jambu gondang manis yang menjadi preferensi konsumen dalam keputusan membeli adalah buah jambu gondang manis yang mempunyai rasa manis dengan harga yang murah, berukuran besar, berwarna merah kehitaman, beraroma wangi, dan mempunyai kandungan vitamin banyak.
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