Preferensi Konsumen Terhadap Produk Manisan Mangga Kering Pada Usaha Dagang Kenanga Mandiri Kabupaten Indramayu
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Perkembangan industri pangan olahan berbasis hortikultura mendorong peningkatan nilai tambah komoditas mangga, khususnya melalui pengolahan menjadi produk manisan mangga kering yang memiliki daya simpan lebih panjang. Kabupaten Indramayu sebagai salah satu sentra produksi mangga di Jawa Barat memiliki potensi besar dalam pengembangan produk olahan mangga, namun keberhasilan pemasaran produk sangat bergantung pada pemahaman terhadap preferensi konsumen. Penelitian ini bertujuan untuk mengetahui atribut produk yang menjadi preferensi konsumen serta menentukan atribut yang paling dipertimbangkan dalam keputusan pembelian manisan mangga kering pada Usaha Dagang Kenanga Mandiri Kabupaten Indramayu. Penelitian ini menggunakan metode survei dengan pendekatan deskriptif kuantitatif. Sampel penelitian berjumlah 46 responden yang dipilih menggunakan teknik simple random sampling. Analisis data dilakukan menggunakan metode conjoint analysis untuk mengukur tingkat kepentingan atribut dan nilai kegunaan setiap kombinasi atribut produk. Hasil penelitian menunjukkan bahwa kombinasi produk yang paling disukai konsumen adalah manisan mangga kering dengan legalitas P-IRT dan halal, rasa manis, tekstur kenyal, harga Rp18.000, serta kemasan menarik. Atribut dengan tingkat kepentingan tertinggi adalah harga (27,99%), diikuti legalitas (25,47%), rasa (21,64%), tekstur (13,81%), dan kemasan (11,07%). Kesimpulannya, konsumen mempertimbangkan keseimbangan antara harga, keamanan produk, dan kualitas sensori dalam memilih manisan mangga kering. Temuan ini dapat menjadi dasar strategi pengembangan produk dan pemasaran bagi pelaku usaha.
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