PREFERENSI KONSUMEN BERAS DI PASAR KRIAN KABUPATEN SIDOARJO

Preference is subjective taste of individual for product or service. Preference becomes one of the determinant factor for consumption level of a product, includes rice. Rice consumption level is also impacted by difference in the level of consumer income. This study aims to identify the characteristics of rice consumers based on income level, analyze the preferences of rice consumers, and analyze satisfaction level of rice consumer in Krian Market. This study was conducted at Krian Market, Sidoarjo Regency using a method of non-probability sampling through accidental sampling by 50 respondents. The analysis tools were descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) analysis. The result showed that 1.) Rice consumers at Krian Market have different characteristics in terms of family income, age, education, occupation, number of family members, and consumer behavior in buying rice. 2.) Rice consumer preferences at Krian Market where rice that flea pests-free, clean, and fluffier. 3.) Satisfaction of rice consumers at Krian Market is 77.03% and categorized as relatively high level which means the consumers are very satisfied with the rice consumed. ` Key Words : Preferences, Satisfaction, and Rice Consumer.