Preferensi Konsumen terhadap Pembelian Keripik Singkong di UD. Sumber Mutiara Kecamatan Sampang Kabupaten Sampang

Cassava chips are snacks favored by all people with various types of flavors such as original, spicy, and balado. Generally, cassava is one of the agricultural products that can provide added value economically. This study aims to determine the consumer characteristics of UD cassava chips. Sumber Mutiara and analyze the attributes of cassava chips that consumers want. Samples were taken using accidental sampling of as many as 45 respondents. The data analysis method used is a descriptive qualitative analysis and conjoint analysis. The results showed that consumers of cassava chips UD. Sumber Mutiara is on average 17-24 years old, last education is high school, college student/student profession, and has an income of less than Rp. 1,000,000. Attributes that become consumer preferences for cassava chips are the attributes of round chips, original taste, plastic packaging, and the price is IDR 12,000 - 13,500 350 grams. The taste, price, packaging, and shape of the chips are attributes that are considered sequentially .