Analisis Sikap Konsumen terhadap Buah Semangka Produksi Teaching Factory Kebun Inovasi Polije

Napitupulu, Tia Sofiani and Sumarlina, Sumarlina and Lestari, Datik and Krismiratsih, Fitri (2023) Analisis Sikap Konsumen terhadap Buah Semangka Produksi Teaching Factory Kebun Inovasi Polije. Jurnal Ilmiah Inovasi, 23 (3). pp. 272-278. ISSN 1411-5549

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Abstract

Teaching Factory of Innovation Garden Polije focuses on the production activities of various food crops, horticulture, and cut flowers. One of the TeFa Innovation Garden products that has been produced consistently is watermelon. Watermelon is a horticultural crop that has global economic importance. Production of watermelons for commercial purposes needs to consider the point of view of consumers as buyers. This study aims to identify the attributes of watermelons that consumers consider necessary. Five attributes of watermelon were analyzed, including price, flesh color, size, and whether or not the fruit had seeds and shape. This study involved 50 respondents which are the consumer of watermelon produced by TeFa of Innovation Garden Polije. The collected data were analyzed using Fishbein multi-attribute analysis. The analysis showed that the fruit flesh's color attribute received a positive response from consumers, with an attitude value of 16.72. As many as 78% of consumers chose to consume red watermelons; the remaining 22% chose to consume yellow watermelons. Watermelon consumers are neutral towards the price attribute (15.36); seeded or not fruit (14.58); fruit size (14.06); and fruit shape (10.89). The recommendation that can be given based on the results of this research is that TeFa Kebun Inovasi can make the production of red watermelon a priority product, one of which is realized by increasing the production of red watermelon commodities. Apart from that, TeFa is also advised to conduct regular research on watermelon development according to consumer expectations

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