PENYUSUNAN KOMBINASI ATRIBUT BUAH JERUK LOKAL BERDASARKAN PREFERENSI KONSUMEN DI KECAMATAN UMBULHARJO YOGYAKARTA

Increased productivity of national fruits in Indonesia have an urgency. orange are fruits that are of interest to Indonesia society. Orange fruits in retailretail fruit are available. This condition indicates that consumer demand for orange fruits is quite high. Unfortunately, the availability of orange fruits in the market dominated by imports orange. Consumer preferences for product attributes (price, freshness, color, place of purchase, etc.) is used an improvement the quality of product. These preferences will be the base of consumers when taking the decision to purchase a product. The process of identifying the attributes and combination of attribute local orange done with Conjoint Analysis, by measuring the value of the utility (usefulness) and the value of the importance from each attribute of the orange fruits. Data retrieval was done by a questionnaire, such as introduction questionnaire, questionnaire of atribute rank, and questionnaire of attributes combination orange fruits. The results of attribute showed that the attribute have an affect when the consumer purchase of orange fruits are the price, color, and the freshness of the fruit. Calculation of the utility value obtained that the combination of attributes have an affect to purchase of orange fruits with a price ranging from Rp 10.000,00 � Rp 20.000,00, yellow-orange color, and fresh with an utility value combination are 302.585. Keyword : atrribute, orange fruit, conjoint analysis, consumer preference