The identification of ready-to-eat bananas superior attributes through the fishbein multi-attribute approach

Rifan Jefri Sunarsono, Yuni Erviyanti, Hamidah Hendrarini, Teguh Soedarto

Abstract: Fruits are one of the priority foods for balanced and perfect nutrition. For example, one of these fruits is banana. The consumption of bananas is increasing along with the diet of the Indonesian population who need fresh fruit as a menu of daily nutrition. The volume of demand for bananas is high, but often domestic market demand is not fulfilled. To support the existence of qualified banana, therefore this study aims to 1) analyze the consumer behavior and perception in the attributes of ready-to-eat bananas, 2) identify and analyze the attributes of ready-to-eat bananas that are considered superior by consumers for some varieties of banana. This research was conducted at Pahing Market, Rungkut in East Java with a total sample of 40 people obtained through the accidental sampling method. Data used primary data and secondary data. The analysis used uses a fishbein multi-attribute approach. The results of this study are 1) the most popular variety of banana is the Pisang Hijau (Green Banana), 2) The product attributes that are considered most important by consumers in buying ready-to-eat bananas are a) the highest attribute of Pisang Ambon (Ambon Banana) is price and the lowest is fruit defects, b) the highest attribute of PisangSusu (Milk Banana) is taste and the lowest is availability, c) the highest attribute of Pisang Raja (King Banana) is taste and the lowest is colour, d) the highest attribute of Pisang Emas (Golden Banana) is the price and the lowest is colour, e) the highest attribute of Pisang Hijau (Green Banana) is price and the lowest is fruit defect, 3) the attributes that are considered superior by consumers among all varieties of bananas are the price with 0.375 (Gold Banana) and taste with 0.234 (King Banana).

Keywords: banana; consumer behavior; consumer characteristics; consumer perception; consumer trust; fishbein; multi-attribute approach

Date published: 2020-02-26