2026Journal articleFree to read
Dini Gania Arrahmi, Fitri Awaliyah, Wahid Erawan
Paradigma Agribisnis
Produk cokelat dodol khas Garut, khususnya Chocodot dan Dol-Choc, menghadapi persaingan yang semakin ketat sehingga diperlukan pemahaman mengenai atribut produk yang paling disukai konsumen. Penelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap atribut produk cokelat dodol khas Garut menggunakan pendekatan Analisis Konjoin. Penelitian dilaksanakan di Kabupaten Garut pada bulan Maret–Juni 2026 dengan melibatkan 50 responden yang pernah membeli atau mengonsumsi produk Chocodot dan Dol-Choc. Pengambilan sampel dilakukan menggunakan systematic random sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Analisis Konjoin dengan bantuan SPSS. Atribut yang dianalisis meliputi merek, jenis cokelat, varian rasa, desain kemasan, dan harga. Hasil penelitian menunjukkan bahwa atribut yang paling dipertimbangkan konsumen adalah desain kemasan (27,717%), diikuti varian rasa (25,128%), jenis cokelat (23,025%), harga (13,081%), dan merek (11,049%). Kombinasi atribut yang paling disukai konsumen adalah produk Dol-Choc dengan jenis dark chocolate, varian premium flavour (matcha, salted caramel, dan hazelnut), kemasan paper box, serta harga lebih dari Rp20.000 per 50 gram. Hasil penelitian ini menunjukkan bahwa desain kemasan dan varian rasa menjadi faktor utama yang memengaruhi preferensi konsumen terhadap produk cokelat dodol khas Garut.
Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.
Study type
Randomized controlled trial
People were randomly assigned to matcha or a comparison.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is mentioned in passing here (named in the abstract).
Dini Gania Arrahmi, Fitri Awaliyah, Wahid Erawan. (2026). Analisis Preferensi Konsumen Terhadap Produk Cokelat Dodol Khas Garut Dengan Pendekatan Analisis Konjoin. Paradigma Agribisnis. https://doi.org/10.33603/jpa.v9i1.12429
DOI: 10.33603/jpa.v9i1.12429
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