CONSUMERS’ PREFERENCE COMBINATIONS OF PIETISIERE PRODUCT

Abstract

The purpose of this research is to find out the consumer preferences towards Pietisiere pie product in which preference can be measured from the attribute flavor, size and piecrust. The population of this research are the residents of West Surabaya city with age range between 17 years old to 32 years old. Sample collection technique in this research is convenience sampling. The researcher uses conjoint analysis which contains three attributes from flavor, size and piecrust. Data are accumulaed using questionnaire which is distributed to 100 respondents by giving ranking to the combination of stimulus with number 8-1 as the main data to the data processing. Next, data are analyzed by using SPSS program shows that the attribute which becomes consumer preference in choosing Pietisiere products is flavor with utility value 72,941%; followed by size attribute of 22,353%; and the last one is piecrust of 4,706%. The attribute combination becomes the consumer preference is savory flavor, size 10cm, with flour piecrust.