Judul: Consumer's Knowledge and Preference of Yogurt Products in Jambi City
Abstrak: Yogurt merupakan olahan susu fermentasi yang memiliki banyak manfaat bagi tubuh, sehingga dijadikan sebagai produk pangan fungsional. Tujuan penelitian ini untuk mengetahui tentang pengetahuan dan preferensi konsumen terhadap produk yogurt di Kota Jambi. Data dikumpulkan dari 100 responden yang ditentukan dengan metode Purposive Sampling. Data dideskripsikan dan dianalisis menggunakan bantuan Microsoft Excel 2013 dan program Statictical Package for the Social Sciences. Hasil menunjukkan konsumen yogurt di Kota Jambi mayoritas perempuan (70%), berusia ≤ 20 tahun (53%), pendidikan terakhir SMA (64%) dengan status pekerjaan sebagai pelajar atau mahasiswa (84%) yang berpenghasilan <Rp 1.000.000,- per bulan (52%). Masyarakat Kota Jambi mengetahui yogurt dari iklan di televisi/baliho/dll (68,75%) dengan alasan konsumsi rasanya yang enak (51,25%). Konsumsi yogurt secara rutin setiap bulan (58,75%), membeli di supermarket/minimarket (96,25%), mengonsumsi secara langsung (78,75%), menyukai yogurt cair (81,25%) yang dikemas menggunakan botol plastik (60%), dan rasa buah (83,75%). Konsumen menyukai yogurt sebagai camilan (77,5%) yang diminum langsung (86,25%) dengan penyimpanan di kulkas (± 4 ºC) (88,75%). Masyarakat Kota Jambi yang mengonsumsi yogurt memiliki pengetahuan yang kurang baik terhadap produk yogurt (40,6%) karena banyak yang belum mengetahui tentang pembuatan yogurt dan informasi seputar Nomor Kontrol Veteriner (NKV), sehingga belum mempertimbangkan NKV saat memilih yogurt. Faktor-faktor yang memengaruhi preferensi konsumen pangan asal hewan secara berurutan dari yang terbesar yaitu adanya logo halal, adanya masa kadaluarsa, kebersihan tempat berjualan, dan adanya logo NKV., Yoghurt is a fermented dairy product with a lot of benefits to our body, thus it was categorized as a functional food. This paper is aimed to assess the degree of consumers knowledge and their preference of yoghurt products in Jambi City. The research uses 100 samples of people that determined with Purposive Sampling method. Data were presented descriptively and analyzed using Microsoft Excel 2013 and Statistical Package for Social Sciences. The result shows that yoghurt consumers at Jambi City are mainly females (70.00%), aged ≤ 20 years old (53.00%) with a background of high school graduates (64.00%) and currently occupied as students (84.00%) with monthly incomes less than Rp 1.000.000 (52.00%). Study found that people from Jambi knows about yoghurt mainly from TV and billboards (68.75%) with a reason of good taste (51.25%). The majority consumes routinely once in a month (58.75%) consumed directly (78.75%), often buys from supermarket/minimarket (96.25%), preferably thin yoghurt rather than thick and creamy (81.25%), packed in a plastic bottle (60%) with fruit-based flavors (83.75%). Consumers like yoghurt as a beverage (77.50%) and drink directly (86.25%) from a refrigerator (± 4 ºC) (88.75%). Consumers from Jambi have a poor knowledge around yoghurt products (40.60%) because a lot of them have not known about yoghurt manufacture and the information about Veterinary Control Number (NKV), thus not considering NKV as a factor of choosing the products. Factors affecting consumers preferences on choosing animal source foods (ASF)—sorted from the most significant—are the halal logo, expiration date, the hygiene of the store, and the NKV logo.
Keyword: konsumen, nomor kontrol veteriner, pengetahuan, preferensi, yogurt, consumer, knowledge, preference, veterinary control number, yoghurt