Discourse Network Analysis (DNA) on Preference Consumers on Food Products Made From Modified Cassava Flour (MOCAF)

Abstract

The purpose of this research is to see consumer preferences for food products made from MOCAF by using Discourse Network Analysis (DNA). Using DNA analysis, issues and concepts of issues can be obtained which can be used as indicators and variables that determine consumer preferences for food products made from MOCAF raw materials. The analysis used in this research is DNA analysis. Sources of DNA data come from various information in cyberspace in accordance with the research context. DNA data processing will produce statements, actors, concepts/issues, and sentiments, along with the origin of the organization that can be used as variables and the relationship between existing variables can be known. The findings of this study are obtained variables that can be used to determine consumer preferences for food products made from MOCAF that is product quality, product service quality, Indonesian import quantity, consumer satisfaction and marketing strategy. Originality in this study is the use of DNA analysis in determining the variables used in viewing consumer preferences for food products made from MOCAF. There is no previous research that discusses consumer preferences for food products made from MOCAF by using DNA analysis in determining the variables used.