Preferensi Konsumen Terhadap Atribut Beras Organik Di Kabupaten Sleman

Ihsan Muhammad Purnomo, Hariyani Dwi Anjani, S.P., M.Sc.; Ir. Any Suryantini, M.M., Ph.D.

2026 | Skripsi | SOS.EK. PERTANIAN (AGROBISNIS)

Penelitian ini bertujuan (1) mengidentifikasi karakteristik konsumen beras organik di Kabupaten Sleman, (2) menganalisis sikap konsumen terhadap atribut beras organik menggunakan model Fishbein, dan (3) menganalisis preferensi konsumen menggunakan analisis konjoin. Survei dilakukan terhadap 70 konsumen beras organik dan dianalisis secara deskriptif, dengan model Fishbein, serta analisis konjoin. Konsumen didominasi perempuan, Generasi Z, karyawan swasta, berpendapatan keluarga Rp5.000.001 hingga Rp7.500.000 per bulan, dengan 1 hingga 2 anggota keluarga. Konsumen umumnya membeli 1 hingga 10 kg per bulan dalam kemasan 5 kg, pada harga Rp24.000 hingga Rp34.000 per kg, varietas Mentik paling banyak dibeli, dengan sumber informasi utama keluarga, teman, dan tetangga. Sikap konsumen terhadap beras organik positif, dengan warna sebagai atribut bersikap tertinggi. Analisis konjoin menunjukkan preferensi pada harga Rp13.000 hingga Rp23.000 per kg, warna putih, kemasan vakum, aroma wangi pandan, dan butir dominan utuh. Harga merupakan atribut terpenting, diikuti warna, kemasan, aroma, dan keutuhan butir. Produsen disarankan mempertahankan kualitas atribut prioritas konsumen dengan tetap mempertimbangkan harga kompetitif; penelitian lanjutan disarankan menambah atribut varietas serta membandingkan preferensi antar kelompok atau wilayah.

This study aimed to (1) identify the characteristics of organic rice consumers in Sleman Regency, (2) analyze consumer attitudes toward organic rice attributes using the Fishbein multi-attribute model, and (3) analyze consumer preferences using conjoint analysis. A survey of 70 organic rice consumers was conducted using descriptive analysis, the Fishbein model, and conjoint analysis. Consumers were predominantly female, Generation Z, private employees, with household incomes of IDR 5,000,001 until 7,500,000 per month and 1 until 2 family members. They generally bought 1 until 10 kg per month in 5 kg packs, at IDR 24,000 until 34,000 per kg, mostly of the Mentik variety, with family, friends, and neighbors as the main information source. The Fishbein analysis showed an overall positive attitude, with color scoring highest. Conjoint analysis showed consumers preferred rice priced at IDR 13,000 until 23,000 per kg, white in color, vacuum-packed, with a pandan aroma and mostly whole grains. Price was the most important attribute, followed by color, packaging, aroma, and grain integrity. Producers are advised to maintain quality on prioritized attributes while keeping prices competitive; future research should add attributes such as variety and compare across consumer groups or locations.

Kata Kunci : beras organik, sikap konsumen, preferensi konsumen, model Fishbein, analisis konjoin