Analisis Preferensi Konsumen Terhadap Warna Minyak Goreng di Salatiga

3rd Economics & Business Research Festival. Proceeding Seminar &Call For Papers : Business Dynamics Toward Competitive Economic Region Of Asean (Salatiga : 2014), p. 257 - 266Cooking oil as a food ingredient that widely used by people everyday. People tend to use cooking oil in accordance with its perception. Society that consumes more oil based cooking oil color is. This condition makes people's preferences to the cooking oil based on the perception of color formed in the minds of the public. This perception is widely used by manufacturers to make cooking oil with a specific color based on the consumer's perception of the color of the cooking oil.This study uses using two stages data collection. The first phase is quantitative data of cooking oil used laboratory testing and the second stage is the collection of data preferences of the color of cooking oil using surveillance techniques. The results of this study stated that the color preference of cooking oil consumed by consumers can be mapped into 4 types of colors: yellow (12 people), golden yellow (42 people), reddish yellow (2 people) and white towards yellow (4 people). These findings indicate that, golden yellow is still preferred by consumers because people assume that golden yellow oil better and healthier for consumption