Consumer Preferences on Processed Herbs and Spices Products of SMEs in Sukoharjo
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Published:
May 21, 2024
Keywords:
Herbs and spices, Conjoint analysis, Consumer preference, Full profile
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Abstract
The demand for herbs and spices products in Indonesia has been steadily increasing each year, especially since the pandemic of COVID-19 pandemic. Information from various media about the benefits of herbs and spices for maintaining health and body stamina has encouraged people to consume the products and their derivations forms. The emergence of various processed herbs and spices products requires producers to better understand consumer behavior. This research aims to understand the decision-making process of purchasing and consumer preferences for processed spice and herbal products produced by SMEs (Micro, Small, and Medium Enterprises) in Sukoharjo Regency. The research involved 103 respondents from Sukoharjo Regency who have consumed herbs and spices products made by SMEs during the last three months. Descriptive methods were conducted through direct interviews with consumers using questionnaires, while conjoint analysis was used to determine the attributes most considered by consumers when making a purchase. The research findings show that the characteristics of consumers of processed herbs and spices products in Sukoharjo Regency are generally dominated by females, aged 17 to 25 years, mainly students, with a monthly income of around IDR 2,000,000. There are three main attributes considered when selecting products, namely taste (23,2%), sugar content (19,1%), and serving forms (12,4%), while the brand attribute has the lowest importance value at 9.4%.
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Suryaningrum, D. A. S., Rizki Puspita Dewanti, Rysca Indreswari, & Ina Marwantina. (2024). Consumer Preferences on Processed Herbs and Spices Products of SMEs in Sukoharjo. Jurnal Informasi Dan Teknologi, 6(2), 116-122. https://doi.org/10.60083/jidt.v6i2.537
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[4] R. Ryadha, "Potensi Rempah-rempah sebagai Minuman Fungsional Sumber Antioksidan dalam Menghadapi Pandemi Covid-19," Jurnal ABDI (Sosial, Budaya, dan Sains), vol. 3, no. 1, pp. 1-10, 2021.
[5] M. S. Perdani and A. K. Hasibuan, "Analisis Informasi Tanaman Herbal Melalui Media Sosial di Tengah Masyarakat pada Pandemi Covid-19: Sebuah Tinjauan Literatur," Bencoolen Journal of Pharmacy.
[6] "Database Bidang UKM," Dinas Perdagangan, Koperasi dan UKM Kabupaten Sukoharjo, Sukoharjo, 2022.
[7] M. F. Wardana, "Preferensi Masyarakat dalam Mengonsumsi Produk Rempah (Jamu) untuk Meningkatkan Imun Tubuh Pasca Pandemi," Skripsi, Universitas Islam Malang, 2022.
[8] L. Hakim, Rempah dan Herba Kebun Pekarangan Rumah Masyarakat: Keragaman, Sumber Fitofarmaka dan Wisata Kesehatan-Kebugaran, Diandra Creative, Yogyakarta, 2015.
[9] I. Novita, H. Miftah, M. Sunaryo, and Abdurohman, "Preferensi Konsumen dalam Pembelian Obat Herbal Kunyit Putih," Jurnal Agribisains, vol. 6, no. 2, 2020.
[10] N. L. A. Ahli dan K. Sisilia, "Analisis Profil Konsumen Pengguna Produk Rempah dan hasil Olahan Rempah," Jurnal Ilmiah Manajemen, Ekonomi, dan Akuntansi, vol. 5, no. 3, 2021, doi: 10.31955/mea.v5i3.1422.
[11] R. Dewati dan W. A. Saputro, "Persepsi Konsumen Terhadap Pembelian Produk Herbal di Kabupaten Sukoharjo," Agrisaintifika Jurnal Ilmu-Ilmu Pertanian, vol. 4, no. 2, 2020, doi: 10.32585/ags.v4i2.889.
[12] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Alphabet, Bandung, 2019.
[13] W. Adiyoga dan N. Nurmalinda, "Analisis Konjoin Preferensi Konsumen terhadap Atribut Produk Kentang, Bawang Merah, dan Cabai Merah," Jurnal Hortikultura, vol. 22, no. 3, pp. 292-302, 2012.
[14] D. T. Astuti, Mohammad Harisudin, dan R. R. A. Qonita, "Purchase Decision and Customer Satisfaction Kafe jamu in Nguter District, Sukoharjo Regency," Agrisocionomics Jurnal Sosial Ekonomi Kebijakan Pertanian, vol. 6, no. 1, pp. 160-173, 2021.
[15] D. P. Sihombing, "Analysis of Customer Satisfaction and Loyalty Levels at Dillenia Kitchen Restaurant, Bogor, West Java," Thesis, Undergraduate Program, Bogor Agricultural University, Bogor, 2016.
[16] N. A. Shafira, E. Rasmikayati, & B. Saefudin, "Analisis preferensi konsumen terhadap produk olahan mangga," Mimbar Agribisnis Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, vol. 7, no. 2, pp. 1033, 2021, doi:10.25157/ma.v7i2.4985.
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[19] C. Spence, "On the relationship(s) between color and taste/flavor," Experimental Psychology (Formerly Zeitschrift Für Experimentelle Psychologie), vol. 66, no. 2, pp. 99-111, 2019, doi:10.1027/1618-3169/a000439.
[20] C. Spence, C. Levitan, M. Shankar, dan M. Zampini, "Does food color influence taste and flavor perception in humans?," Chemosensory Perception, vol. 3, no. 1, pp. 68-84, 2010, doi:10.1007/s12078-010-9067-z.
[21] A. Woods, E. Poliakoff, D. Lloyd, G. Dijksterhuis, dan A. Thomas, "Flavor expectation: the effect of assuming homogeneity on drink perception," Chemosensory Perception, vol. 3, no. 3-4, pp. 174-181, 2010, doi:10.1007/s12078-010-9080-2.
[22] V. Wilianto dan E. Ervina, "Evaluating consumer preferences based on the total antioxidant activity of the Indonesian herbal drink 'bandrek'," IOP Conference Series: Earth and Environmental Science, vol. 1169, no. 1, 2023, doi:10.1088/1755-1315/1169/1/012090.
[23] A. Macmud dan Bustaman, "Pirt licensing assistance and halal certification of snack products for smes in panembahan village, plered district, cirebon district," Asian Journal of Community Services, vol. 1, no. 5, pp. 269-282, 2022, doi:10.55927/ajcs.v1i5.1891.
[24] I. Kurniawan dan I. Wiryawan, "Regulation of sanctions in increasing supervision of the food and drug supervisory agency (BPOM) against the circulation of food and drugs containing hazardous materials," Journal of Social Sciences and Management Studies, vol. 1, no. 2, pp. 69-76, 2022, doi:10.56556/jssms.v1i2.175.
[25] R. F. Sari, W. Anggun, N. Pujianti, N. Laily, V. Y. Anhar, L. Anggraini, M. Azmiyanoor, A. M. Ridwan, dan F. I. Muddin, "Perilaku Pencegahan Covid-19 Ditinjau dari Karakteristik Individu dan Sikap Masyarakat," Jurnal Penelitian dan Pengembangan Kesehatan Masyarakat Indonesia, vol. 1, no. 1, pp. 32–37, 2020.
[26] M. Kurnianto dan I. Widiyanto, "Pengaruh Etnosentrisme Konsumen, Persepsi Harga Dan Kemenarikan Atribut Terhadap Sikap Produk dan Implikasinya Terhadap Keputusan Pembelian di Indonesia," Diponegoro Journal of Management, vol. 4, no. 4, pp. 655-667, 2015.
[27] R. S. Natawidjaja, L. Sulistiowaty, K. Kusno, D. Aryani, & B. Rachmat, "Analisis Preferensi, Kepuasan, dan Kesediaan Konsumen Membayar Beras di Kota Bandung," 2017.
[28] A. Trajkovska-Broach dan A. Petkoska, "Mediterranean herbs, spices, and medicinal plants—natural remedies and rich sources of bioactive compounds," JSFA Reports, vol. 3, no. 1, pp. 4-12, 2022, doi:10.1002/jsf2.96.
[29] L. Dias, C. Sequeira, A. Veloso, J. Morais, M. Sousa, & A. Peres, "A size exclusion HPLC method for evaluating the individual impacts of sugars and organic acids on beverage global taste by means of calculated dose-over-threshold values," Chromatography, vol. 1, no. 3, pp. 141-158, 2014, doi:10.3390/chromatography1030141.
[30] Y. Yasri, P. Susanto, M. Hoque, & M. Gusti, "Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?," Heliyon, vol. 6, no. 11, 2020, doi:10.1016/j.heliyon.2020.e05532.
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