Analisis Preferensi Konsumen terhadap Pembelian Komoditas Pisang Ambon di Kota Bogor

Ambon banana (Musa paradisiaca var.sapientum) is among the most widely consumed fresh fruit varieties in Indonesia, yet empirical studies on consumer preference specifically for this commodity in urban markets remain limited.This study aims to examine consumer profiles, assess purchasing preferences, and formulate attribute-based improvement strategies for Ambon bananas in Bogor City.A total of 80 respondents were recruited through convenience sampling, targeting residents of Bogor City aged 18 to 60 years who had previously purchased and consumed Ambon bananas.Descriptive analysis was employed to map demographic characteristics, while the Fishbein multiattribute model was applied to quantify consumer attitudes toward seven key product attributes.Results indicate that the dominant consumer segment comprises students aged 17 to 25 years, residing in Bogor City, with a monthly income ranging from IDR 1,000,000 to IDR 3,000,000.The Fishbein attitude score (A0) analysis reveals that freshness ranked highest (A0 = 20.16),followed by ripeness level (A0 = 18.29) and taste (A0 = 18.16), while texture received the lowest score (A0 = 11.87).These findings suggest that market interventions prioritizing freshness management and ripeness standardization will yield the greatest impact on consumer satisfaction and purchase intention.The cumulative attitude score across all attributes reached 118.49, reflecting a generally positive consumer evaluation of Ambon bananas available in Bogor's market.