{ "creators": [ { "name": { "lineage": null, "given": "Syaumaya", "family": "Elok Nur'amalinda Syaumaya", "honourific": null } } ], "lastmod": "2026-08-06 08:20:32", "datestamp": "2026-08-06 08:20:32", "dir": "disk0/00/00/57/98", "eprintid": 5798, "rev_number": 35, "thesis_name": "sarjana", "institution": "Pertanian", "abstract": "Penelitian ini dilatarbelakangi oleh tantangan yang dihadapi UMKM Keripik Singkong CJDW di Desa Tanjungharjo, Kecamatan Kapas, Kabupaten Bojonegoro dalam memahami preferensi konsumen terhadap atribut produk di tengah persaingan industri keripik singkong yang semakin ketat serta penurunan volume produksi pada tahun 2024\u20132025. Penelitian ini didasarkan pada teori preferensi konsumen dari perspektif mikroekonomi dan perilaku konsumen, serta kajian pustaka mengenai atribut rasa, harga, dan kemasan sebagai faktor pembentuk keputusan pembelian konsumen terhadap produk olahan pangan. Penelitian menggunakan pendekatan kuantitatif bersifat deskriptif-verifikatif dengan teknik purposive sampling terhadap 45 responden konsumen Keripik Singkong CJDW, terdiri atas konsumen tetap dan tidak tetap. Data digali melalui observasi, wawancara, penyebaran kuesioner berskala Likert 1\u20135, dan dokumentasi, kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel Rasa tidak berpengaruh signifikan terhadap preferensi konsumen (Sig. 0,571 > 0,05), sedangkan variabel Harga (Sig. 0,000) dan Kemasan (Sig. 0,020) masing-masing berpengaruh positif dan signifikan. Secara simultan, ketiga variabel berpengaruh signifikan terhadap preferensi konsumen dengan nilai F-hitung sebesar 13,875 (Sig. 0,000) dan Adjusted R Square sebesar 0,467, yang berarti 46,7% variasi preferensi konsumen dijelaskan oleh rasa, harga, dan kemasan, sedangkan 53,3% dijelaskan oleh faktor lain di luar model. Dapat disimpulkan bahwa harga dan kemasan merupakan faktor dominan pembentuk preferensi konsumen, sehingga UMKM Keripik Singkong CJDW disarankan memprioritaskan penetapan harga yang kompetitif dan pengembangan desain kemasan yang menarik guna meningkatkan daya saing produk.", "corp_creators": [ "Universitas Bojonegoro" ], "uri": "https://repository.unigoro.ac.id/id/eprint/5798", "contributors": [ { "name": { "lineage": null, "given": "Probowati", "family": "Deviana Diah Probowati", "honourific": null } }, { "name": { "lineage": null, "given": "Yudha", "family": "Danang Ananda Yudha", "honourific": null } } ], "divisions": [ "sch_bio" ], "documents": [ { "eprintid": 5798, "placement": 2, "rev_number": 2, "main": "BAB 1.pdf", "uri": "https://repository.unigoro.ac.id/id/document/14531", "format": "text", "mime_type": "application/pdf", "pos": 1, "language": "en", "docid": 14531, "security": "public", "files": [ { "mtime": "2026-08-05 07:34:49", "hash": "f0bdb1f56a757ddad0d8882fb162cb06", 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