PREFERENSI KONSUMEN TERHADAP BUAH BELIMBING DI AGROWISATA BELIMBING MULYONO, KABUPATEN TULUNGAGUNG

For Indonesian people, star fruit is one of the favorite fruits for consumption. Star fruit (Averrhoa carambola or star fruit in English) is one of the fruits that has a distinctive shape and is rich in vitamins and minerals that are good for the body. One of the biggest star fruit centers in East Java is Tulungagung Regency. One place for star fruit agro tourism in Tulungagung Regency is Blimbing Mulyono Agro Tourism. Mulyono starfruit agrotourism as a producer is required to know the preference of star fruit consumers and what are the attributes of star fruit which are considered by consumers in buying products. This study aims to: (1) Describe the consumer's preference for star fruit attributes, (2) Analyze the factors that influence consumer preferences in buying star fruit. The location of the study was determined intentionally (purposive method), which is in Mulyono Starfruit Agro-tourism located in Tulungagung Regency, precisely in Moyoketen Village, Boyolangu District. This research was conducted in June to July 2018. The method of sampling in this study was to use accidental sampling. The number of respondents sampled was 50 respondents. Respondents used were respondents who came to agro-tourism to buy star fruit. The data collection method used includes primary data and secondary data. The analysis used is factor analysis. The results of the analysis show that the Kaiser Meyer Olkin (KMO) test, Menasure of Sampling Adequency (MSA) and the Principle Component Analysis show a significant probability of> 0.05 so that further research can be carried out with a value of 0.001. There are two factors created by the analysis that has been carried out. The first factor is called product quality factors including color, shape, taste, and size. The second factor is called the place of sale factors including comfort, cleanliness of the place, service location, price suitability, bonuses given, and freshness of the frui