Consumer Preferences on Traditional Fisheries Processing Product to Support Sustainable Fisheries Business in Lampung Province
Abstract
Pilihan strategi pemasaran sangat ditentukan oleh persepsi konsumen. Penelitian bertujuan untuk menganalisis preferensi konsumen terhadap pembelian produk hasil olahan tradisional perikanan dengan jenis hasil olahan penggaraman ikan, pengasapan ikan, fermentasi ikan dan pemindangan ikan. Sampel dalam penelitian ini adalah konsumen di Pasar Kota Agung Kabupaten Tanggamus, Pasar Sukadana Kabupaten Lampung Timur, dan Pasar Gintung Kota Bandar Lampung. Penentuan responden menggunakan metode accindental sampling dengan 99 orang. Penelitian dilaksanakan pada bulan Juli sampai September 2017. Data di analisis dengan pendekatan deskriptif kualitatif.Hasil penelitian memberikan gambaran bahwa konsumen lebih banyak membeli produk hasil olahan tradisional perikanan pada week end (Sabtu-Minggu) dibandingkan week days (Senin-Jumat). Preferensi konsumen dalam memilih mutu hasil olahan tradisional penggaraman ikan, pemindangan ikan, pengasapan ikan, dan fermentasi ikan adalah sama. Secara berturut-turut dari yang paling dipertimbangkan sampai dengan yang kurang dipertimbangkan adalah: rasa, harga, warna produk, jenis kemasan, warna kemasan. Tingginya penilaian konsumen memberikan dampak pada usaha olahan tradisonal perikanan akan berkembang dan berkelanjutan. Konsumen menilai produk olahan rasanya enak, memiliki aromanya harum yang khas, penampakkan produk olahan terlihat segar, warna ikan hasil olahan mengkilat, dan tekstur produk olahan padat.
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