Consumer Preferences for Packaged Chili Brand Bu Rudy (Case Study at Pusat Oleh-Oleh Bu Rudy in Surabaya City)

Fluctuating chili prices in Indonesia provide business opportunities for derivative products such as packaged chili sauce. In Surabaya City, the competition in the packaged chili sauce market is intense, including the "Bu Rudy" brand sold at Pusat Oleh-Oleh Bu Rudy. Therefore, strategic planning based on consumer preferences is needed to achieve competitive advantage. The objectives of this study are: 1) to analyze consumer preferences for the attributes of packaged chili sauce products at Pusat Oleh-Oleh Bu Rudy in Surabaya, 2) to analyze the importance and satisfaction level of the attributes of packaged chili sauce products at Pusat Oleh-Oleh Bu Rudy in Surabaya. The sampling method used purposive sampling with a total of 100 respondents. This study employed descriptive analysis, multi-attribute Fishbein, and IPA (Importance Performance Analysis). The results of the study indicate that 1) The most important attribute considered by consumers is the spicy sensation. The order of attributes in terms of attention is packaging, variety of flavors, price, product quality label, and size. ) Packaging and variety of flavors fall into Quadrant I, spicy sensation falls into Quadrant II, while price, product quality label, and size fall into Quadrant IV