Persepsi Konsumen Terhadap Atribut Produk Keripik Singkong Barokah Di Kabupaten Malang
DOI:
https://doi.org/10.51747/ty5sa891Keywords:
Consumer Perception , Cassava Chips, Product Attributes, Snowball SamplingAbstract
This study analyzes consumer perceptions of Barokah cassava chips’ attributes in Malang Regency,
covering brand, flavor, price, texture, and packaging. Consumer perception is understood as a
subjective evaluation shaped by purchasing and consumption experiences. A descriptive quantitative
method was applied using snowball sampling with 50 respondents. Data were collected via a Likert
scale questionnaire and analyzed using descriptive statistics (mean, median, mode, percentage).
Results show overall consumer perception falls under the “Agree” category 2.93. Price received the
highest rating mean 3.54 or 96%, followed by flavor 3.16 or 98%, packaging 3.00 or 68%, texture 2.94
or 70%, and brand 2.88 or 72%. These findings indicate price and flavor are most appreciated, while
packaging, texture, and brand need improvement to enhance satisfaction and market appeal.
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