Consumer Preferences Analysis on Processed Fish Products In Bandung City: Warung Celup Restaurant Case Study

Fisheries Socio-Economic

Consumer preferences show consumer preferences from a variety of options. Consumer preferences are closely related to the issue of choice. This study was aimed to analyze consumer preferences and what attributes are most considered by consumers in making the decision to buy processed fish products at Warung Celup restaurants. This study was conducted at Warung Celup in August – September 2020. Primary data retrieval techniques using purposive sampling as many as 50 respondents, while secondary data obtained from the Central Statistics Agency of Bandung City. The analysis tool used to determine consumer preferences is attitude measurement using the Likert scale and attribute analysis tool that is most considered in product selection using Multiple Linear Regression Analysis. Based on the results of the consumer preference study Warung Celup shows that the most preferred processed fish product is Shrimp. Attributes considered in the purchase of processed fish products in Warung Celup were a taste, price, nutritional content, and type of process.

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