Segmentasi Konsumen Jambu Kristal (Psidium guajava L.) Berdasarkan Pola Konsumsi dan Preferensi Terhadap Atribut Mutu

Jambu kristal harus memiliki mutu yang tinggi agar dapat memenuhi standar pasar dan memaksimalkan angka penjualan jambu kristal. Penelitian ini dilakukan untuk mengetahui perilaku konsumen dengan menganalisis pasar berdasarkan pola konsumsi dan preferensi atribut mutu jambu kristal serta bagaimana target segmentasi berdasarkan kesamaan karakter ekonomi dan sosio demografi pada setiap segmennya terutama pada area Jabodetabek. Penelitian ini menggunakan metode analisis deskriptif, analisis faktor, dan analisis klaster. Sebanyak 274 responden telah mengikuti pengisian kuesioner melalui laman google form. Pola konsumsi dinyatakan rendah. Responden lebih menyukai pembelian buah segar utuh. Atribut mutu yang menjadi pertimbangan utama dalam preferensi responden adalah mutu visual, tekstur dan mouthfeel, flavor, nilai gizi, faktor keamanan pangan, pengemasan, kemudahan konsumsi, pemrosesan dan asal usul, harga, merek dan reputasi produk, dan ketersediaan pasokan. Segmentasi konsumen terhadap pola konsumsi dan preferensi atribut mutu dikelompokan menjadi 3 segmen. Segmen 1 memiliki karakteristik konsumen dengan pola konsumsi tinggi. Segmen 2 memiliki karakteristik konsumen yang sensitif terhadap atribut kematangan dan visual buah. Segmen 3 memiliki karakteristik konsumen yang sensitif terhadap atribut ketersediaan pasokan, promo dari perusahaan dan faktor keamanan pangan. Segmen dengan responden terbanyak adalah segmen 2. Setiap segmen memiliki karakteristik ekonomi dan sosio demografinya masing-masing.

Guava crystal must have high quality to meet market standards and maximize sales of crystal guava. This research was conducted to determine consumer behavior by analyzing the market based on consumption patterns and preferences for quality attributes of guava and how to target segmentation based on the similarity of economic and socio-demographic characters in each segment, especially in the Greater Jakarta area. This research uses descriptive analysis methods, factor analysis, and cluster analysis. A total of 274 respondents have participated in filling out this research questionnaire which was distributed through the google form. The consumption pattern of the respondents is stated to be low. Consumers prefer to buy whole fresh fruit. Quality attributes that are the main considerations in respondents' preferences are visual quality, texture and mouthfeel, flavor, nutritional value, food safety factors, packaging, ease of consumption, processing and origin, price, product brand and reputation, and supply availability. Consumer behavior towards consumption patterns and preferences for quality attributes are grouped into 3 segments. Segment 1 has the characteristics of consumers with high consumption patterns and attaches importance to brand factors, product reputation, packaging, labels, and aroma. Segment 2 has consumer characteristics with fruit taste and visual maturity. Segment 3 has consumer characteristics with supply availability, company promotions and food security factor. The segment with the most respondents is segment 2. Each segment has its own socio-demographic economic characteristics.