Durian Fruit Marketing Strategy Based On Consumer Preferences In Ponorogo Regency East Java Indonesia

Abstract

Abstract

This study aims to determine what attribute categories are consumer preferences in purchasing durian fruit, what attributes are considered by consumers in purchasing durian fruit, and to formulate marketing strategies that can be applied in durian fruit marketing. The method of determining the location intentionally (purposive sampling) in Ponorogo Regency, East Java Province, Indonesia and the method of determining the sample used is judgment sampling (decision sample) with a sample of 100 durian fruit consumers. Data were analyzed using chi-square analysis and multi-attribute Fishbein analysis. The results showed that durian fruit is a consumer preference in Ponorogo Regency is durian fruit which has a soft/fibrous fruit texture, large size fruit (3.1-4.0 kg), medium fruit price (Rp.30.001-Rp.40.000), yellow fruit color, powerful fruit aroma, and sweet/bitter taste. The attributes of durian fruit that are most considered in the decision to purchase durian fruit are the attributes of a fruit taste (3.85) and fruit aroma (3.72). This can be seen from the value of Fishbein taste and aroma attributes which is higher among other attributes. The strategy must be carried out to maintain the quality and produce superior durian fruit. In addition, it is also necessary to increase sales promotion through social media and add varieties of durian fruit that consumers like.