Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia
Increasing tomatoes consumption which is driven by needs and desires, changes consumers’ tastes and preferences. This study aimed to determine consumers’ attitudes and preferences towards tomato’s attributes. A convenience sampling which consisted of 150 respondents in the Special Region of Yogyakar...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Muhammadiyah Yogyakarta
2022-10-01
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| Series: | Agraris: Journal of Agribusiness and Rural Development Research |
| Subjects: | |
| Online Access: | https://journal.umy.ac.id/index.php/ag/article/view/12150 |
| _version_ | 1797975560379432960 |
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| author | Gity Maulina Yolanda Dwidjono Hadi Darwanto M. Khalifatul Ardhi |
| author_facet | Gity Maulina Yolanda Dwidjono Hadi Darwanto M. Khalifatul Ardhi |
| author_sort | Gity Maulina Yolanda |
| collection | DOAJ |
| description | Increasing tomatoes consumption which is driven by needs and desires, changes consumers’ tastes and preferences. This study aimed to determine consumers’ attitudes and preferences towards tomato’s attributes. A convenience sampling which consisted of 150 respondents in the Special Region of Yogyakarta was selected for this research. Fishbein’s Multi-attribute was used to analyze consumers’ attitude, and a conjoint analysis was employed to identify consumers’ preferences. According to the findings of this study, consumers have a favorable attitude toward tomato attributes such as freshness, color, firm texture, surface appearance, and taste. Meanwhile, the findings of the conjoint analysis revealed that the color of the tomatoes was the most favored characteristic. The most preferred combination of tomato characteristics was red color, highly fresh, firm texture, spot-free surface look, and sweetness. |
| first_indexed | 2024-04-11T04:37:30Z |
| format | Article |
| id | doaj.art-f749730fb227438c893ea3d211b4522b |
| institution | Directory Open Access Journal |
| issn | 2407-814X 2527-9238 |
| language | English |
| last_indexed | 2024-04-11T04:37:30Z |
| publishDate | 2022-10-01 |
| publisher | Universitas Muhammadiyah Yogyakarta |
| record_format | Article |
| series | Agraris: Journal of Agribusiness and Rural Development Research |
| spelling | doaj.art-f749730fb227438c893ea3d211b4522b2022-12-28T10:47:14ZengUniversitas Muhammadiyah YogyakartaAgraris: Journal of Agribusiness and Rural Development Research2407-814X2527-92382022-10-018212313810.18196/agraris.v8i2.121506244Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, IndonesiaGity Maulina Yolanda0Dwidjono Hadi Darwanto1M. Khalifatul Ardhi2Department of Agribusiness Management, Faculty of Agriculture, Universitas Gadjah Mada, YogyakartaDepartment of Agribusiness Management, Faculty of Agriculture, Universitas Gadjah Mada, YogyakartaDepartment of Agribusiness Management, Faculty of Agriculture, Universitas Gadjah Mada, YogyakartaIncreasing tomatoes consumption which is driven by needs and desires, changes consumers’ tastes and preferences. This study aimed to determine consumers’ attitudes and preferences towards tomato’s attributes. A convenience sampling which consisted of 150 respondents in the Special Region of Yogyakarta was selected for this research. Fishbein’s Multi-attribute was used to analyze consumers’ attitude, and a conjoint analysis was employed to identify consumers’ preferences. According to the findings of this study, consumers have a favorable attitude toward tomato attributes such as freshness, color, firm texture, surface appearance, and taste. Meanwhile, the findings of the conjoint analysis revealed that the color of the tomatoes was the most favored characteristic. The most preferred combination of tomato characteristics was red color, highly fresh, firm texture, spot-free surface look, and sweetness.https://journal.umy.ac.id/index.php/ag/article/view/12150attributesconjoint analysisconsumers’ attitudeconsumers’ preferencemulti-attribute fishbein |
| spellingShingle | Gity Maulina Yolanda Dwidjono Hadi Darwanto M. Khalifatul Ardhi Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia Agraris: Journal of Agribusiness and Rural Development Research attributes conjoint analysis consumers’ attitude consumers’ preference multi-attribute fishbein |
| title | Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia |
| title_full | Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia |
| title_fullStr | Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia |
| title_full_unstemmed | Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia |
| title_short | Consumers’ Attitude and Preference toward Fresh Tomatoes in Special Region of Yogyakarta, Indonesia |
| title_sort | consumers attitude and preference toward fresh tomatoes in special region of yogyakarta indonesia |
| topic | attributes conjoint analysis consumers’ attitude consumers’ preference multi-attribute fishbein |
| url | https://journal.umy.ac.id/index.php/ag/article/view/12150 |
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