ANALYSIS OF CONSUMER PREFERENCES AND SATISFACTION WITH ROSE FLOWER SYRUP PRODUCTS (Case Study at UMKM Widoro Asih in Nganjuk Regency)

Abstract

Roses contain antioxidants that can ward off free radicals, so roses can be used as food products such as syrup. Syrup basically has a sweet or sour taste, but rose syrup has a characteristic taste, namely sweet astringent. This research was conducted to determine consumer preferences and satisfaction with UMKM Widoro Asih's rose flower syrup products. The objective of the study was to determine the combination of attributes of rose syrup, consumer satisfaction with rose syrup and recommendations for improving rose syrup based on the combination of attributes. Respondents in this research were taken using a purposive sampling technique of 80 respondents and data collection was carried out from March to Mey 2024. The analytical methods used were conjoint analysis and the Customer Satisfaction Index (CSI). The research results show that consumers of rose syrup are mostly women with an age range of 35-40 years and work as housewives. The combination of rose syrup attributes that consumers like is the sweet astringent taste, pink color, dominant lemon aroma, thin viscosity, price Rp. 15,000-20,000, packaging size 250 ml, and glass bottle packaging type. The level of importance of attributes is based on consumer preferences, there are 3 attributes that have the highest importance, namely the attributes of taste, aroma and viscosity. The level of consumer satisfaction obtained was 73.86% in the satisfied category. Recommendations for improvement given to UMKM Widoro Asih's rose syrup are to reduce the composition of rose extract and replace plastic bottle packaging with glass bottles.