PREFERENSI KONSUMEN TERHADAP PANCAKE DARI TEPUNG SUKUN

Abstract

Preference of food product is influenced by personal characteristics (age, sex,
education, income, and nutrient knowledge), food characteristics (taste, shape, and texture) and
also surroundings characteristics (job, number of family, mobility, and season). Pancake has
some attributes such as texture, colour, taste, and aroma. These attributes will influence
consumer likes. The aims of this research are to determine the attributes of consumer
preference appraisal and to know the order of consumer preference toward pancake made of
breadfruit flour. The method used in this research is conjoint analysis. Attributes and their
level is determined by asking for some respondents (questionaire) to collect data of consumer
preference of this product. The results (measured by utility value) of this research are: texture
(rather soft) 0,029; colour (golden yellow) 0,112; taste (sweet) 0,021; and aroma (usual) 0,566.
The priority of consumer’s decision making toward pancake made of breadfruit are: aroma
(49,745%), texture (19,925%), colour (19,628%), and taste (10,702%).