SUSANTO, JEANETTE JULIA (2022) PREFERENSI KONSUMEN TERHADAP BUMBU RAWON INSTAN SIAP MASAK. CONSUMER PREFERENCES TOWARDS READY-TO-COOK INSTANT RAWON SEASONING. Other thesis, Unika Soegijapranata Semarang.
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Abstract
Rawon merupakan sup daging sapi yang merupakan makanan tradisional khas Jawa Timur yang unik karena memiliki warna kuah kehitaman. Kluwek merupakan bahan utama yang memberikan warna, rasa, dan aroma khas pada rawon. Rawon umumnya dijual di warung makan dan dikonsumsi saat masih hangat, tetapi karena adanya pandemi Covid-19 konsumen kemudian mulai beralih untuk memenuhi kebutuhannya dengan menggunakan aplikasi online. Pengembangan rawon menjadi bumbu rawon instan ready to cook menjadi salah satu alternatif untuk mengembangkan usaha dan mencapai konsumen yang berada di luar kota karena konsumen dapat memasak sendiri secara lebih mudah dan menghasilkan rasa seperti saat mengkonsumsi langsung di warung. Preferensi konsumen perlu diketahui agar produk yang dikebangkan sesuai dengan tingkat kesukaan konsumen. Faktor yang mempengaruhi konsumen dalam memilih bumbu rawon instan dan kepentingan atribut diperoleh dengan menggunakan metode kano. Metode kano dimulai dengan wawancara 3 orang produsen dan 5 orang konsumen rawon untuk memperoleh tingkat preferensi yang kemudian dikembangkan menjadi kuesioner kano. Kuesioner kemudian diuji validitas dan reliabilitasnya kepada 45 orang responden uji coba dan selanjutnya disebarkan kepada 110 orang responden utama. Responden pada penelitian ini diambil dengan menggunakan purposive sampling dimana karakteristik responden yang diambil adalah responden yang sudah pernah mengkonsumsi rawon dalam 1 bulan terakhir dan pernah melihat bumbu rawon instan yang beredar di pasaran. Atribut yang dinilai oleh responden dibagi dalam karakteristik rawon, bumbu rawon instan, dan kemasan bumbu rawon instan. Dari penelitian ini diperoleh kesimpulan bahwa faktor yang mempengaruhi responden dalam memilih bumbu rawon instan adalah kualitas seperti rasa, warna, dan bahan baku serta kemasan yang tebal dan mencantumkan informasi mengenai kadaluarsa, panduan porsi, dan cara memasak dengan jelas. Tingkat kepentingan atribut yang dijadikan dasar untuk mengembangkan bumbu rawon instan dilihat dari kategori kano yang diperoleh pada penelitian ini yaitu kategori must-be (M), one-dimensional (O), attractive (A), dan indifferent (I). Sehingga urutan tingkat kepentingan atribut yang diharapkan oleh konsumen adalah bumbu rawon instan dibuat dengan bahan alami, mencantumkan tanggal kadaluarsa dengan jelas, dikemas menggunakan plastik tebal dan kuat, rawon menghasilkan rasa yang gurih, berwarna kehitaman, dan berempah, mencantumkan panduan porsi, bahan baku, dan cara memasak dengan jelas. Atribut yang dapat dipertimbangkan yaitu adanya pelengkap seperti kecambah, bumbu rawon instan dikemas dengan plastik polypropylene yang disegel, mencantumkan gambar produk rawon pada kemasan, dan menggunakan daging bagian kisi. Sedangkan atribut yang tidak mempengaruhi preferensi konsumen dan tidak harus diadakan yaitu adanya pelengkap seperti telur asin, mencantumkan rekomendasi resep pada kemasan, kuah rawon yang dihasilkan tidak terlalu kental, porsi bumbu rawon instan besar (>5 kali masak), potongan daging besar, bumbu rawon instan tidak menggunakan MSG, rasa bumbu instan sudah pas agar konsumkonsumen tidak menambah bumbu sendiri, dan rasa bumbu rawon instan yang sudah pedas. Kata kunci: Rawon, metode Kano, preferensi konsumen 7 SUMMARY Rawon is a unique traditional beef soup from East Java because it has a blackish color. The main ingredient of rawon is kluwek, which gives rawon its unique color, taste, and aroma. Generally, rawon is sold in food stalls and consumed while it is still warm, but because of the covid-19 pandemic, consumers started to fulfil their needs using online applications. The development of rawon into ready-to-cook instant rawon seasoning is an alternative to expand the business and reach more consumers out of town because using the ready-to-cook instant rawon seasoning consumers can cook rawon themselves easily and having the same taste of rawon as in the food stall. Before developing the product, consumer preferences need to be known so the products can be developed according to the consumer preferences. Some factors that influence consumers while choosing an instant rawon seasoning and the importance of instant rawon seasoning’s attributes can be obtained using the Kano method. The kano method begins with interviewing 3 rawon producers and 5 consumers to obtain the consumers preference which then can be developed into Kano questionnaire. The validity and reliability of the questionnaire has been tasted using 45 trial respondents and then distributed to 110 main respondents using Google Form. In this study, respondents were taken using the purposive sampling method where the characteristics of the respondents were respondents who had consumed rawon within 1 past month and had seen instant rawon seasoning in the market. The attributes that need to be scored by respondents were divided into characteristics of rawon, instant rawon seasoning, and its packaging. The conclusions of this study, some factors that influence the respondents in choosing instant rawon seasonings are the qualities such as taste, color, and the ingredients, as well as the packaging needs to be thick and strong and includes clear information about expired date, portion guidelines, and the cooking method. The level of importance of the attributes used as the basis for developing the instant rawon seasoning can be seen from kano’s categories that have been obtained from this study that is Must-be (M), One-dimensional (O), Attractive (A), and Indifferent (I). So that the order of the importance level each attribute that have been expected by the consumers is the instant rawon seasoning made with natural ingredients, inform the expired date clearly, packed using thick and strong plastic, has a savoury, blackish, and has the strong spices, then need to inform the portion guidelines, ingredients, and how to cook on the packaging clearly. Attributed that is considered to be in the instant rawon seasoning is the sprouts companion, packaged in sealed polypropylene plastic, including the image of rawon on the packaging, and using the shank meat. While the attributes that do not affect the consumer preference and do not have to be in the instant rawon seasoning are the salted egg companion, inform the recipe recommendations on the packaging, the instant rawon seasoning not too thick, the portion of the instant rawon seasoning is large (>5 times cooked), large piece of meat, do not contain MSG, the taste of the seasoning is just right so the consumer no need to add anymore seasonings, and the taste of the instant rawon seasoning is already spicy.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 660 Chemical engineering > Food Technology 600 Technology (Applied sciences) > 660 Chemical engineering > Food Technology > Food Processing |
| Divisions: | Faculty of Agricultural Technology > Department of Food Technology |
| Depositing User: | Mrs Christiana Sundari |
| Date Deposited: | 26 Oct 2022 06:02 |
| Last Modified: | 15 Nov 2024 04:49 |
| URI: | http://repository.unika.ac.id/id/eprint/29980 |
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