Studi Preferensi Konsumen Terhadap Produk Bakpia UMKM "Pia Kepel Jember"

Abstract

Pia Kepel Jember is one of the bakpia producers in Jember city. Bakpia produced by UMKM Pia Kepel Jember has a problem, namely the remaining sales of products and is less exposed to consumers widely so it is less known. The purpose of this study is to determine the level of consumer preference based on the attributes of bakpia quality parameters for bakpia products "Pia Kepel Jember" compared to similar products from bakery products in the decision to consume bakpia products, find out the market segmentation that is suitable for bakpia products UMKM Pia Kepel Jember based on, know the right marketing strategy and can find out the improvement of bakpia quality that can be done on bakpia products "Pia Kepel Jember". The research method used in this study is a descriptive method with a quantitative approach using purposive sampling and accidental sampling techniques with a total of 60 respondents. Based on the results obtained by UMKM, Pia Kepel still cannot compete with PiaQta products in any parameters but can still compete with pia from Pia Sansan products in terms of taste, texture, and overall parameters. The segmentation of UMKM Pia Kepel bakpia products based on gender, namely male, based on age, namely 18-26 years, based on the last education, namely high school, based on work, namely students / students, and based on income, which is <Rp. 1,000,000 per month. Improving the quality of UMKM Pia Kepel that can be done includes improving aroma quality Marketing strategies that can be done by UMKM Pia Kepel Jember are to improve and maximize marketing and promotion through various social media.