ANALISIS PREFERENSI DAN MINAT MEMBELI KONSUMEN TERHADAP PRODUK INFUS HERBAL BUNGA KRISAN DI KABUPATEN WONOSOBO

Chrysanthemum herbal infusions are not frequently known or consumed,
especially in chrysanthemum-rich places such as Wonosobo Regency. The questions
are: (1) What is the consumer preference for the organoleptic attributes of
chrysanthemum herbal infusion products (dried flowers, powders, and ready-to-eat
drinks)? and (2) What is the consumer perception of the commercial attributes of
chrysanthemum herbal infusion products (dried flowers, powders, and ready-to-eat
drinks)?(3) What is the relationship between health benefit perception and consumer
interest in purchasing chrysanthemum herbal infusions? The aims of this study are to
(1) analyse consumer preferences for the organoleptic features of chrysanthemum
herbal infusions (dry flowers, powders, and ready-to-eat drinks), (2) analyze
consumer perceptions of the commercial attributes of chrysanthemum herbal infusion
products (dried flowers, powders and ready-to-eat drinks), and (3) analyze the
relationship between the perception of health benefits and consumer interest in
buying herbal infusions from chrysanthemums.
The survey investigation employing this questionnaire included 100
respondents from Wonosobo Regency. Data was analyzed using variety fingerprint
analysis, followed by the Duncan test and descriptive analysis for organoleptic
attribute preferences, as well as descriptive analysis for commercial features of
chrysanthemum herbal infusion items. A chi square statistical analysis instrument
was also utilized to investigate the link between factors influencing intention and
interest in purchasing chrysanthemum herbal infusion goods. The study's findings
revealed that 1) the organoleptic attributes that consumers considered when selecting
chrysanthemum herbal infusions in Wonosobo Regency were aroma, taste, aftertaste,
and sweetness level; 2) the description of organoleptic attributes desired by
consumers was dominated by the words bright, yellow, sweet, fresh, and floral
aroma; 3) Consumers perceive the powder form as the most affordable, considering
that its quality and health benefits are comparable, herbal infusions of ready-to-eat
drinks are the most popular due to their practicality and attractive packaging.
However, the availability of products is still considered low. In terms of health
benefits, most respondents rated them as neutral to extremely useful. 4) Consumer
interest in chrysanthemum herbal infusion products is strongly linked to their
impression of health advantages.
The research results suggest that manufacturers can: 1) develop products by
increasing the taste, aroma, aftertaste, and sweetness level of chrysanthemums in
dried chrysanthemum ; 2) improve packaging and add labels containing health
benefit claims; 3) increase the aroma intensity of herbal infusion products in
powdered drinks, improving the appearance of the packaging; and 4) list health
claims.
Keywords: Preferences, perceptions, purchase interest, herbal infusions,
chrysanthemums