Persepsi dan Preferensi Konsumen terhadap Atribut Produk Beberapa Jenis Sayuran Minor
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2013-08-02
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Indonesian Center for Horticulture Research and Development
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ABSTRAK. Penelitian bertujuan mengidentifikasi persepsi konsumen terhadap atribut produk sayuran minor sesuaidengan preferensinya. Penelitian survai konsumen dilaksanakan di Kotamadya Bandung, Jawa Barat pada bulanJuni-Agustus 2006. Pemilihan lokasi dilakukan secara sengaja, sedangkan pemilihan responden ibu rumah tanggasebanyak 49 orang dilakukan secara acak. Teknik pengumpulan data dilakukan melalui wawancara dengan kuesionerterstruktur. Pada penelitian ini komoditas sayuran minor (under-utilized/indigenous) yang dipilih adalah paria, seladaair, oyong, leunca, dan kemangi. Preferensi konsumen terhadap atribut kualitas sayuran minor dianalisis dengan teknikperingkat (ranking) dan diuji dengan Chi-square. Hasil penelitian menunjukkan bahwa sayuran kemangi dan oyonglebih disukai konsumen daripada paria, leunca, dan selada air. Konsumen relatif jarang memanfaatkan kelima jenissayuran minor tersebut, yaitu satu kali sebulan atau lebih. Dua kendala utama dalan konsumsi sayuran minor adalahterbatasnya variasi menu masakan untuk selada air, oyong, dan kemangi, dan rasa yang kurang enak untuk paria danleunca. Secara umum konsumen menempatkan atribut kemudahan memperoleh di pasar pada urutan pertama dalammengonsumsi kelima jenis sayuran minor tersebut, dan berturut-turut diikuti oleh rasa, kemultigunaan (sebagai obat),gizi, daya simpan, dan harga. Sementara itu, preferensi konsumen terhadap atribut kualitas kelima jenis sayuran minorsesuai urutan pertimbangannya dalam memilih atau membeli adalah: (1) paria: panjang sedang (20 cm), diameterbuah sedang (5 cm), permukaan buah bergerigi sedikit-banyak, bentuk buah lurus, kekerasan buah sedang, warnadaging putih kehijauan, daging tebal, rasa agak pahit, dan jumlah biji sedikit, (2) selada air: warna daun hijau muda,ukuran tangkai sedang, jumlah daun/tangkai sedang-banyak, kekerasan daun renyah, dan rasa agak manis, (3) oyong:warna kulit hijau muda, panjang sedang (30 cm), diameter sedang (5 cm), kekerasan buah sedang, bentuk buah lurus,warna daging putih, serta jumlah biji sedikit, (4) leunca: warna buah hijau muda, ukuran buah sedang, kekerasan buahrenyah, jumlah buah/tangkai banyak, dan rasa manis, (5) kemangi: warna daun hijau muda-tua, ukuran daun sedang(diameter 3,5 cm), jumlah daun/tangkai sedang-banyak, bau/aroma sedang-menyengat, tidak ada bunga, dan jumlahcabang/tangkai banyak. Hasil penelitian ini dapat dijadikan sebagai dasar untuk memperbaiki atribut sayuran minorsesuai dengan preferensi konsumen serta upaya untuk meningkatkan potensi ekonomis komoditas tersebut.ABSTRACT. Soetiarso, T. A. 2010. Consumer’s Perception and Preference on Product Attributes of SomeUnder-utilized (Minor) Vegetables. The study was aimed to identify consumer’s perception on some under-utilized(minor) vegetables product attributes that reflected their preferences. A consumer survey was carried out in Bandung,West Java from June to August 2006. Survey location were purposively selected, while 49 household mothers wererandomly chosen. Data were collected through interviews by using a structured questionnaire. Minor vegetablesincluded in this study were bitter gourd, water cress, ridged gourd, night shade, and basil. Consumer preferenceson product attributes of minor vegetables were analyzed by using a ranking technique and tested with Chi-square.Results indicated that basil and ridged gourd were more preferred by consumers than bitter gourd, night shade,and water cress. Those five minor vegetables were rarely consumed once a month or more by consumers. Twomain constraints of the low consumption as perceived by consumers were limited menu variation for water cress,ridged gourd, and basil and taste was not good for bitter gourd and night shade. In general, consumers consideredthe easiness to obtain the minor vegetables in the market as the most important product attribute and subsequentlyfollowed by taste, multi-usage (for medicine), nutrition, storage life, and price. Meanwhile, consumer preferences onproduct attributes for each minor vegetables were as follow: (1) bitter gourd: medium length (20 cm), medium fruitdiameter (5 cm), less to much serrated of fruit surfaces, straight fruit shape, medium fruit hardness, greenish-whiteflesh color, thick flesh, less bitter, and less number of seeds, (2) water cress: light green leaf color, medium size ofbranch, medium to much number of leaves/branches, crispy leaves, and slightly sweet, (3) ridged gourd: light greenskin color, medium length (30 cm), medium diameter (5 cm), medium fruit hardness, straight fruit shape, white fleshcolor and less number of seeds, (4) night shade: light green fruit color, medium fruit size, crisp fruit hardness, muchnumber of fruits/branches and sweet taste, (5) basil: light to dark green leaves, medium leaf size (diameter 3.5 cm),medium to much number of leaves, medium to strong aroma, no flower, and much number of branches. Resultsof this consumer survey may be used as a preference-based feedback for improving the product attibutes of minorvegetables to increase their economic potentials.