PREFERENSI KONSUMEN DALAM PEMBELIAN PRODUK TWISTPI KERIPIK BAYAM DI KOTA BOGOR MENGGUNAKAN MULTIFISHBEN

Abstract

Introduction: This study aims to analyze consumer preferences for Twistpi spinach chips in Bogor City using the Multiattribute Fishbein model.
Methods:  The research was conducted at the IPB Vocational School using purposive sampling with 100 respondents. Primary data were collected through surveys and questionnaires and analyzed based on six product attributes: taste, aroma, price, texture, packaging design, and color.
Results: The results show that price (score 4.27) and texture (score 4.21) are the most important attributes for consumers. The highest belief score is also on price (4.34), followed by taste (4.25) and texture (4.24). The overall attitude score (Ao) indicates a "positive" consumer attitude toward Twistpi. The findings are expected to support Twistpi’s consumer-based marketing strategy development in Bogor City.

Keywords: Consumer Preferences, Consumer Behavior, Multifishben, Product Attributes