KARAKTERISTIK PRODUK DAN PREFERENSI KONSUMEN MEMBELI FRUIT SOUP BERDASARKAN KARAKTERISTIK DEMOGRAFIS PADA BOWLLING FRUITBAR YOGYAKARTA

Abstract

Tujuan penelitian: (1) mengetahui pendapat konsumen terhadap karakteristik fruit soup di
Bowlling fruitbar Yogyakarta (2) mengetahui preferensi konsumen berdasarkan karakteristik
demografis dalam membeli fruit soup di Bowlling Fruitbar Yogyakarta. Jenis penelitian ini adalah
deskriptif kuantitatif. Pengambilan data menggunakan observasi dan kuesioner. Populasi penelitian ini
adalah konsumen Bowlling Fruitbar Yogyakarta berjumlah 220 responden. Sampel penelitian
sebanyak 135 responden ditentukan dengan tabel Isaac dan Michael dengan tingkat kesalahan 5%.
Analisis data deskriptif dengan distribusi frekuensi dan tabel kategorisasi. Hasil penelitian: (1)
Pendapat konsumen terhadap karakteristik produk fruit soup di Bowlling Fruit Bar Yogyakarta
menyatakan bahwa pada aspek price, quality of service, branding, tangibles dan quality of food
memiliki kategori tinggi. Para responden setuju, yang artinya bahwa produk fruit soup di Bowlling
Fruit Bar Yogyakarta harga terjangkau, pelayanan dan penyajian cepat, nama produk menarik,
deskripsi menu jelas dan sesuai dengan kenyataan, isian fruit soup yang menyehatkan, dan kualitas
produknya baik, sehingga para konsumen menyukai dan memilih fruit soup tersebut. (2) Preferensi
konsumen dalam membeli fruit soup di Bowlling Fruit Bar Yogyakarta, didominanasi pada Special
Ling, Summer Ling, dan Green Ling. Mayoritas konsumen adalah perempuan, rentang usia 19 – 24
tahun dan berstatus sebagai mahasiswa.

Kata kunci: Karakteristik Produk, Preferensi Konsumen, Bowlling Fruitbar Yogyakarta

Research purposes are: (1) to find out consumer opinion on the characteristic of fruit soup at
Bowlling fruitbar Yogyakarta (2) to know consumer preferences based on characteristic demographics
in buying fruit soup at Bowlling fruitbar Yogyakarta. It was a descriptive quantitative research. Data
collection used observation and questionnaires. The population of this research is 220 Bowlling
fruitbar Yogyakarta consumer. The research sample consist of 135 respondents and determined by
Isaac and Michael’s table  with error rate of 5%. Data analysis techniques used distribution of
frequency and categorization tables. The results show that: (1) the opinion of consumers on the
characteristics of fruit soup at Bowlling fruitbar Yogyakarta showed that the aspect of price, quality of
service, branding, tangibles and quality of food have a high category. The respondents agreed which
means that fruit soup product are affordable, sercvice and presentation are fast, the product name and
menu desscription accordance with reality, fruit soup stuffs and products quality are good, hence
consumers prefer to choose the product. (2) Consumer preferences in buying fruit soup at Bowlling
Fruitbar Yogyakarta, dominated by Special ling, Summer Ling, and Green Ling. The majority of
consumer are  women,with  ranging age from 19 to 24 years and are students.

Keywords: Characteristic of produk, Consumer Preferences, Bowlling Fruitbar Yogyakarta