Pengukuran daya saing jeruk lokal dan jeruk impor berdasarkan preferensi konsumen

Indonesia is faced by global competition, demanding it to strengthen the domestic industry in order to survive. The competition with other imported products should be noted; therefore Indonesian local products could be remained competitive in both domestic and international markets. Horticulture sub-sector especially fruit commodities is not fully develop, so the government opened the fruit import policy to meet a demand of domestic consumption. National orange production tends to decreasing, that indicate Indonesia has not been able to maintain the level of national orange production. The availability of seasonal orange provide an opportunity for the imported orange products to substitute the local orange. The imported fruits were increasing year by year and it caused by the shifting of consumer preferences. Therefore, it is necessary to increase the competitiveness, in order to maintain the existence of domestic fruit or even to improve the promotion of exports to other countries. In the era of free trade, the competition between fresh local oranges and fresh imported oranges will be intensified to compete for the high market share of fresh orange consumers in Indonesia.The purpose of this study is to analyze the competition between local orange and imported orange, using the approach of consumer preferences to measure price competitiveness, quality competitiveness and also factors that affect consumer preference of fresh local orange and fresh imported orange. The analytical method used in this study are price competitiveness analytical through t test, sign test, and tukey test, conjoint analysis to analyze consumer preferences of orange attributes, and the factor that affect consumer preference with discriminant analysis. The result shows that the price of fresh imported orange less significant than the price of any fresh local orange. Based on conjoint analysis obtained in this study indicate that the local orange attributes are most important to respondents is taste. The preferences of respondents to the imported orange attributes based on their importance are color and size. The preffered quality that offered from consumer is oranges which has sweet flavour, orange-yellowish colour, and big size of fruit. Factors that affecting the preferenced respondents to local orange are personal factors, intrinsic factors, socio-economics factors, and educations factors. Factors that affecting the preferenced respondents to imported orange are personal factors, intrinsic factors, and socio-economics factors. Most factors that affecting consumer preferences on both kinds of oranges, intrinsic factors that made the difference or the most dominant factors that affect consumer preference. Intrinsic factors consist of taste, skin color, fruit size, fruit shape, freshness, fruit water content, and fruit smell