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Abstrak (Bhs. Indonesia)

Mangga iGedong iGincu imerupakan isalah isatu tanaman ibuah tropis iyang ibanyak diproduksi di Kabupaten Majalengka. Pasar Tradisional Kadipaten yang berada di Kabupaten Majalengka merupakan sentra komoditas Mangga Gedong Gincu. Selamai prosesi ipengambilan keputusan,i konsumeni memilihi buahi sesuaii dengani preferensi mereka. Olehi karenai itu,i iperlu dilakukani penelitiani untuki mengetahuii karakteristiki preferensii konsumeni dani imenganalisis sejauhi manai preferensii tersebuti mempengaruhii keputusani pembeliani Manggai Gedongi Gincu.i Tujuan dari penelitiani inii adalah : (1) Mengetahui atributi yangi palingi idipertimbangkan oleh konsumeni dalami keputusani pembeliani buahi Manggai Gedongi Gincui dii Pasari Kadipaten dan (2) Mengidentifikasi atributi yangi menjadii preferensii atau kesukaan dalami keputusan pembeliani manggai Gedongi Gincui di Pasar Kadipaten. Penelitian dilakukan di Pasar Tradisional Kadipaten Kabupaten Majalengka pada Bulan Oktober 2022. Pengambilani sampeli idilakukan dengan imenggunakan tekniki Accidentali Sampling,i dengani jumlahi respondeni sebanyaki i100 orang.i Analisisi datai yangi digunakani yaitu uji cochran, dani uji conjoint. Hasil analisisi Cochran menunjukkan bahwai atributi yangi dipertimbangkani dalami pembeliani manggai Gedongi Gincui yaitu atribut rasa, warna kulit, dan harga. Hasil analisis Conjoint memberikan hasil preferensii konsumeni terhadapi atributi dan sub atributi manggai GedongaGincu yaitu konsumen menyukai warna kulit kuning kemerahan, rasa manis asam, dan harga Rp20.000/kg - Rp25.000/kg.

Abtrak (Bhs. Inggris)

Gedong gincu mango is one of tropical fruit plants produced in Majalengka Regency. Kadipaten traditional market in Majalengka Regency is the center of Gedong gincu mango commodity. During the decision-makingaprocess, consumersawill choose fruits according toatheir preferences.aTherefore, itais necessaryato conductaresearch toadetermine theacharacteristicsaof consumerapreferences and to analyzeathe extentato whichathese preferencesaaffectapurchasing decision for Gedongagincu mango. This study aimed to: (1) identify the attributes most considered by consumers in purchasing decision for Gedong gincu mango at the Kadipaten market and (2) identify the attributes that become preferences in purchasing decision for Gedong gincu mango at the Kadipaten Market. The research was conducted at the Kadipaten traditional market, Majalengka Regency from October to November 2022. Sampling was carried out using the Accidental Sampling technique with the total of 100 respondents. Data analysis used were Cochran test and conjoint test. The results of the Cochran analysis showed that the attributes considered in purchasing Gedong gincu mango were taste, skin color, and price, while the Conjoint analysis showed that consumer preferences for the attributes and sub-attributes of Gedong gincu mango were yellow redness skin color, sweet and sour taste, and the price of Rp. 20,000 per kg - Rp.25000 per kg.

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