ANALYSIS OF CONSUMER PREFERENCES TOWARDS ROATED NUTS PRODUCTS AT UD. AL-MURTADHA PAMEKASAN DISTRICT

Abstract

Peanut (Arachis hypogaea) is an agricultural commodity that is needed by the community, both
as human food and industrial raw material. This study aims to determine consumer
characteristics, product quality of roasted peanuts, analyze consumer preferences for the
attributes of roasted peanut products. The method used in this research is descriptive analysis.
Based on the results of the research and analysis that has been carried out, it can be
concluded that roasted peanut products with the "comfortable" brand are consumer
preferences at UD. Al-Murtadha, Pamekasan Regency, which has special characteristics in
terms of taste, quality, price, packaging and durability so that consumers agree with roasted
peanut products. Consumers are satisfied with the quality of roasted peanut products because
they are different from other products so that consumers prefer products at UD. Al-Murtadha,
Pamekasan Regency