ANALISIS PREFERENSI KONSUMEN TERHADAP CABAI DI KECAMATAN BENDOSARI KABUPATEN SUKOHARJO

This research aims to determine the characteristics of chili consumers and to identify the level of attributes most considered by consumers in chili purchasing decisions in the Bendosari sub-district. The basic research method used in this research is a descriptive method. The research location was intentionally chosen (purposive sampling) in the Bendosari sub-district. Sample determination was done using purposive sampling with 50 respondents. Testing was conducted using the Multi-Attribute Fishbein model. The results of this research show that the characteristics of chili consumers in the Bendosari sub-district are females in the age range of 20-64 years with an average final education of S1/D4 at 35%, employed as students with an average income of less than Rp. 1,000,000 per month. The average number of family members in one household is 3-4 people. Consumer attitudes toward chili attributes considered in purchasing decisions in the Bendosari sub-district can be summarized as follows: Chili taste attributes occupy the highest rank with a value of 17.84 and are categorized as positive attributes, indicating that taste is the primary factor in chili selection. The level of maturity (value of 16.48) and the type of chili (value of 16.31) are also important considerations for consumers. Meanwhile, chili price (value of 15.08) and skin color (value of 14.35) are categorized as neutral attributes, which, although not dominant, still influence consumer preferences in purchasing.