Preferences of Consumers Citrus Fruit in the District of Banyumas

Abstract

The purpose of this study was to analyze consumer preferences of citrus fruit (Citrus nobilis) in Banyumas Regency, based on the attributes of fruit color, size, cleanliness and thickness of fruit skin, aroma and taste of fruit, texture of fruit flesh, freshness of fruit, accessibility and price of fruit perg. Respondents collected 82  citrus fruit consumers who live in Banyumas Regency. Sampling was done by distributing questionnaires through Google form and analyzed by conjoint analysis. The results showed that the consumer preference for citrus fruit (Citrus nobilis) is fruit with a yellow color, medium size, clean skin hygiene, medium skin thickness, pungent aroma, sweet taste, medium fruit texture, freshness for very fresh, very easy to buy and the price is above Rp. 12,000, - The value of the relative importance of consumer preferences for citrus fruit is the attributes of fruit taste, fruit skin color and fruit size, respectively