ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA GELATO JADUL DAN GLACÉCO

Abstrak

The purchase of gelato in Bogor City is not only influenced by product quality and price but also by the community's need for gelato products. This study aims to 1) identify consumer preferences in gelato purchases, 2) determine the most important attributes when buying gelato, and 3) identify the highest-ranking consumer attitude values in purchasing decisions for Gelato Jadul and GlacéCo. This research was conducted using a questionnaire method with 80 respondents. The Fishbein multi-attribute analysis method was employed to calculate the utility value and the relative importance of each attribute. The results indicate that gelato consists of six attributes: sweetness, texture, price, cone crispness, gelato color, and packaging. The attribute considered most important by respondents is price, with an attitude value (Ao) of 21.10 for Gelato Jadul and 22.73 for GlacéCo. These values indicate that the price attribute has a significant positive influence on the purchasing decisions for both brands.