<mets:mets OBJID="eprint_5790" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-09T08:01:36Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Bojonegoro</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_5790_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BUAH ANGGUR PADA AGROWISATA UNGGUL FARM DESA TREMBES KECAMATAN MALO BOJONEGORO</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Sulistiyowati</mods:namePart><mods:namePart type="family">Sulistiyowati</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Preferensi konsumen memegang peranan penting dalam memengaruhi keputusan pembelian, khususnya dalam pengembangan destinasi agrowisata. Penelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap keputusan pembelian anggur di Agrowisata Unggul Farm yang berlokasi di Desa Trembes, Kecamatan Malo, Kabupaten Bojonegoro, Indonesia. Atribut anggur yang dikaji dalam penelitian ini meliputi varietas anggur, harga, rasa, tekstur, ukuran buah, dan warna kulit buah. Identifikasi preferensi konsumen penting dilakukan untuk mengetahui atribut produk yang paling berpengaruh terhadap keputusan pembelian konsumen. Penelitian ini menggunakan desain penelitian deskriptif kuantitatif dengan teknik pengambilan sampel secara accidental sampling. Data dianalisis menggunakan analisis konjoin untuk mengestimasi nilai utilitas serta tingkat kepentingan relatif dari setiap atribut anggur. Hasil penelitian menunjukkan bahwa responden didominasi oleh perempuan dan berada pada kelompok usia produktif. Hasil analisis konjoin mengungkapkan bahwa preferensi konsumen dipengaruhi oleh varietas anggur, rasa, harga, tekstur, ukuran buah, dan warna kulit buah. Di antara atribut tersebut, varietas anggur merupakan faktor yang paling berpengaruh dalam keputusan pembelian, dengan anggur hitam menjadi varietas yang paling disukai. Temuan ini memberikan informasi yang bermanfaat bagi pengelola agrowisata dalam meningkatkan kualitas produk serta merumuskan strategi pemasaran yang lebih efektif agar sesuai dengan preferensi konsumen.</mods:abstract><mods:classification authority="lcc">Prodi Agribisnis</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2026-07-21</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Pertanian;Agribisnis</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_5790"><mets:rightsMD ID="rights_eprint_5790_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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