Siti Hajar, Christoporus Christoporus, Siti Yuliaty Chansa Arfah

PREFERENSI KONSUMEN TERHADAP PEMBELIAN BUAH JERUK SUNKIST IMPOR (STUDI KASUS PT BUMI NYIUR SWALAYAN KOTA PALU)

Introduction

Preferensi konsumen terhadap pembelian buah jeruk sunkist impor (studi kasus pt bumi nyiur swalayan kota palu). Telusuri preferensi konsumen jeruk Sunkist impor di Palu. Studi kasus PT Bumi Nyiur Swalayan menunjukkan rasa manis dan warna oranye cerah dominan, dengan rasa sebagai penentu utama pembelian.

Abstract

Tujuan dari studi ini adalah untuk memahami pilihan konsumen terkait pembelian jeruk Sunkist impor (studi kasus di P. T. Bumi Nyiur Swalayan, Kota Palu). Penelitian dilakukan antara bulan Juli 2024 hingga September 2024. Sampel yang digunakan untuk menentukan responden berjumlah 30 orang yang membeli jeruk Sunkist. Cara analisis yang digunakan dalam studi ini adalah pengujian chi kuadrat. Hasil dari studi ini dapat dirangkum sebagai berikut:1). Konsumen di BNS Pusat Kota Palu lebih menyukai jeruk Sunkist yang memiliki rasa manis dan warna oranye cerah. 2). Faktor yang paling diutamakan oleh pembeli ketika memilih jeruk Sunkist di BNS Pusat Kota Palu adalah rasa dari jeruk Sunkist itu sendiri. 3). Dengan derajat bebas sebanyak 6, nilai chi kuadrat (tabel X₂) pada tingkat signifikansi 5% adalah 12,592. Diketahui bahwa nilai chi kuadrat (X₂) sebesar 2,106 lebih kecil dibandingkan dengan nilai di tabel chi kuadrat (tabel X₂). Sehubungan dengan itu, hipotesis alternatif (h₁) diterima sementara hipotesis nol (hₒ) ditolak dalam penelitian ini.

Review

This study, titled "PREFERENSI KONSUMEN TERHADAP PEMBELIAN BUAH JERUK SUNKIST IMPOR (STUDI KASUS PT BUMI NYIUR SWALAYAN KOTA PALU)," effectively addresses consumer preferences for imported Sunkist oranges within a specific supermarket context in Palu City. The abstract clearly articulates the study's objective to understand consumer choices and identifies key attributes driving these decisions. The findings highlight a strong preference among consumers for oranges with a sweet taste and bright orange color, with taste being identified as the most prioritized factor. This focused examination provides valuable preliminary insights into the specific market dynamics of imported Sunkist oranges in this region. The methodology employed, utilizing a chi-square test on a sample of 30 consumers, is an appropriate statistical approach for exploring associations between categorical variables related to consumer preferences. The findings are straightforward in identifying the favored attributes of the Sunkist oranges. However, there appears to be a crucial inconsistency in the interpretation of the chi-square test results presented. The abstract states that the calculated chi-square value (2.106) is smaller than the table chi-square value (12.592) at the 5% significance level with 6 degrees of freedom. Under standard statistical hypothesis testing, if the observed test statistic is less than the critical value, one would typically fail to reject the null hypothesis (H₀) and, consequently, reject the alternative hypothesis (H₁). The conclusion that the alternative hypothesis (H₁) is accepted while the null hypothesis (H₀) is rejected contradicts this principle and requires thorough clarification. For the full manuscript, it would be essential to address and correct the interpretation of the chi-square results, as this forms a foundational part of the study's conclusions. Beyond this, the paper would benefit from a more detailed explanation regarding the justification for the sample size of 30, particularly in relation to the population size of Sunkist orange buyers. Additionally, expanding the scope to consider other potential influencing factors, such as price sensitivity, country of origin, brand perception, or even perceived health benefits, could provide a more holistic understanding of consumer purchasing behavior. Finally, discussing the generalizability of these findings, given the study's single-location case study nature, would enhance the overall robustness and academic contribution of the research.

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