Consumer Preferences Analysis in Consuming Broiler Chicken Eggs at Kolpajung Market Pamekasan Regency

Abstract

Eggs as a food source of protein that has high nutritional value and is relatively cheap so that it is easily accessible by the community. To provide information about consumer preferences for broiler chicken eggs, a study was conducted with the aim of knowing the attributes of broiler chicken eggs that are consumer preferences in the Kolpajung Market, Pamekasan Regency and knowing the attributes that consumers most consider in the decision to buy broiler chicken eggs. The research method used is a survey method with purposive sampling. The analysis used is descriptive analysis and analysis of purchasing decisions with SmartPLS. The results showed that partially the Product Variables (X₁), Price (X₂), Promotion (X₃), Location (X₄), and External (X₅) directly have no positive and significant effect (P > 0.05) on consumer preferences (Y). Partially Product Variables (X₁), Price (X₂), Promotion (X₃), Location (X₄), and External (X₅) directly have no positive and significant effect (P > 0.05) on consumer decisions (Z). Simultaneously Product Variables (X₁), Price (X₂), Promotion (X₃), Location (X₄), and External (X₅) have a simultaneous indirect influence on Consumer Preference (Y) because through the Decision-Making variable (Z) of 0.350 or 35%. Meanwhile, simultaneously the variables of Product (X₁), Price (X₂), Promotion (X₃), Location (X₄), and External (X₅) are able to influence Consumer Preference (Y) by 0.568 or 56.8%.