Preferensi dan Kesediaan Konsumen Membayar Sereal Oriflakes Berbasis Umbi Garut di Daerah Istimewa Yogyakarta

Niken Palupi, Dr. Hani Perwitasari, S.P., M.Sc. ; Ir. Any Suryantini, M.M., Ph.D.

2026 | Tesis | S2 Magister Manj.Agribisnis

Umbi garut (Maranta arundinacea L.) merupakan sumber pangan lokal potensial yang dapat dikembangkan sebagai bahan baku pangan fungsional. Salah satu produk olahannya adalah sereal Oriflakes yang dipasarkan sebagai makanan sehat berbasis umbi lokal. Penelitian ini bertujuan untuk: (1) menganalisis faktor-faktor yang membentuk preferensi konsumen terhadap produk sereal Oriflakes berbasis umbi garut, (2) mengetahui preferensi konsumen terhadap atribut produk tersebut, (3) mengetahui tingkat kesediaan membayar (willingness to pay) konsumen terhadap produk Oriflakes di Daerah Istimewa Yogyakarta, dan (4) menganalisis faktor-faktor yang memengaruhi kesediaan membayar konsumen. Metode penelitian menggunakan pendekatan survei dengan penyebaran kuesioner kepada 100 responden yang telah mengenal atau membeli Oriflakes minimal satu kali. Teknik penentuan sampel dilakukan secara non-probability sampling dengan metode purposive sampling melalui penyebaran kuesioner secara daring (online). Analisis data dilakukan dengan Conjoint Analysis untuk mengetahui atribut yang paling berpengaruh terhadap preferensi konsumen, serta Contingent Valuation Method (CVM) dan regresi linear berganda untuk mengukur serta menganalisis faktor-faktor yang memengaruhi WTP. Hasil penelitian menunjukkan bahwa atribut yang memengaruhi preferensi konsumen adalah nilai produk, berat produk, kemasan, dan rasa dengan kombinasi atribut yang paling disukai adalah rasa vanila, kemasan sedang, dan tekstur kasar. Rata-rata nilai kesediaan membayar konsumen lebih tinggi dibandingkan harga pasar aktual, menunjukkan adanya potensi peningkatan nilai ekonomi produk. Faktor yang berpengaruh signifikan terhadap kesediaan membayar berbeda pada setiap ukuran kemasan. Kemasan sachet dipengaruhi oleh usia, pendapatan, dan kandungan serat. Kemasan sedang dipengaruhi oleh usia, pendapatan, pendidikan, kualitas produk, dan kandungan serat. Kemasan besar dipengaruhi oleh pendapatan, jumlah anggota keluarga, dan kandungan serat.

Arrowroot (Maranta arundinacea L.) has been recognized as a potential local food source that can be developed as a raw material for functional food products. One of its processed forms has been marketed as Oriflakes, a healthy cereal product based on local tubers. The study was conducted to (1) analyze the factors forming consumer preferences for Oriflakes cereal made from arrowroot, (2) identify consumer preferences toward the product attributes, (3) estimate the level of consumer willingness to pay (WTP) for Oriflakes products in the Special Region of Yogyakarta, and (4) analyze the factors influencing consumer willingness to pay. Data were collected through a survey method, in which questionnaires were distributed to 100 respondents who had been familiar with or had purchased Oriflakes at least once. The sample was determined using a non-probability sampling technique with a purposive sampling method, and the questionnaires were distributed online. The collected data were analyzed using Conjoint Analysis to identify the most influential attributes on consumer preferences, while the Contingent Valuation Method (CVM) and multiple linear regression were applied to measure and analyze the factors affecting WTP. The results indicated that consumer preferences were influenced by product value, product weight, packaging, and taste. The most preferred attribute combination was identified as vanilla flavor, medium-sized packaging, and coarse texture. The average consumers’ willingness to pay was higher than the actual market price, suggesting the potential for improving the product’s economic value. The factors significantly influencing willingness to pay were found to vary by packaging size. Willingness to pay for sachet packaging was influenced by age, income, and fiber content; for medium packaging by age, income, education level, product quality, and fiber content; and for large packaging by income, household size, and fiber content.

Kata Kunci : Oriflakes, Umbi Garut, Preferensi Konsumen, Kesediaan Membayar, Yogyakarta