Analysis of Consumer’s Preference on Purchasing Fresh Fish (Case Study in Muara Baru Modern Fish Market, DKI Jakarta)

Abstract

The fisheries sector is one of the agricultural sub-sectors that has a role in providing food for the people of Indonesia. Consumers have behavior in purchasing fish in meeting their needs or desires to obtain a product. This study aims to analyze consumer preferences for the type of fish and the order of attributes. The method used in this research is a case study. The research location was carried out at the Muara Baru Modern Fish Market (PIM) DKI Jakarta. The data used are primary data and secondary data. The primary data collection technique used accidental sampling with a sample of 100 respondents while the secondary data were obtained from Perum Perikanan Indonesia as the manager of the Muara Baru Modern Fish Market, the Library, the Central Statistics Agency (BPS) DKI Jakarta, the National Statistics Agency (BPS). Consumer preference analysis used attitude measurement analysis measured by Chi-square and based on rank orders analysis to determine the order of attribute importance. Based on the study results, it was shown that all the attributes observed in this study were significantly different at the 95% confidence level. In contrast, the analysis of the level of importance of the attributes showed that the priority of consumers' interests in fish in the Muara Baru Modern Fish Market (PIM) was price, freshness, cleanliness, texture, and fish scent.