Preferensi dan Sikap Konsumen terhadap Produk Olahan Daging Ayam Lokal di Kawasan Pariwisata Puncak Bogor

Abstract

Consumers pay attention to the attributes of local processed chicken meat products when making purchases. These attributes influence consumer preferences and attitudes towards local processed chicken meat products. The research was carried out at restaurants in the Puncak Bogor Tourism Area on 7-28 February 2024. The research aims to determine the attributes of local processed chicken meat products that consumers consider, preferences and attitudes of consumers towards local processed chicken meat products. The research used a survey method with a total of 35 respondents to test attribute validity and 60 respondents to test consumer preferences and attitudes. Data analysis for this study used the Cochran Q Test, Chi Square, and the Fishbein Multiattribute Model. The results of the research show that the attributes that consumers consider when purchasing local processed chicken meat products are product cleanliness, taste, tenderness, price and part of the meat cut. Consumer preferences for processed local chicken meat products favor processed local chicken meat that is clean, has a savory or distinctive taste of local chicken, tender meat, moderate price or not too expensive and not too cheap, and chicken breast parts. Priority consideration of attributes according to consumers, namely product cleanliness, taste, tenderness, price, and cut of meat. An assessment of consumer attitudes in purchasing local processed chicken meat products at restaurants in the Puncak Bogor Tourism Area shows that consumers are "very positive".