Persepsi Konsumen terhadap Buah Jeruk Lokal dan Jeruk Impor di Kota Denpasar

Abstract

Consumer Perception of Local and Imported Orange in Denpasar

The purpose of this study was to determine the level of consumer perceptions of local
citrus fruits and imported oranges in Denpasar City and to find out whether there were
differences in consumer perceptions of local citrus fruits and imported oranges in
Denpasar City. This research was conducted in Denpasar City, namely in the traditional
markets and modern markets that have been determined. The population in this study
were consumers who bought and consumed local citrus fruits and imported oranges using
the accidental sampling method, which was accidentally taking samples at the research
location while buying or having consumed local citrus fruits and imported oranges, the
number of respondents was 40. Data collection was used in This study uses interview
methods, namely structured interviews and in-depth interviews. The data analysis used in
this study is descriptive analysis and Mann-Whitney test analysis (U Test) using SPSS
20.
Oranges are one of the most consumed fruits by the community, because besides being
easily accessible to oranges, they also have high vitamin C content. The people of
Denpasar City are one of the consumers who buy and consume local citrus fruits and
imported oranges, because besides being consumed citrus fruit is used as a
complementary means of religious ceremonies for Hindus on holidays. Various types of
oranges sold on the market make consumers have to make decisions about the type of
oranges that will be bought. The level of consumer perceptions of imported oranges is
higher than the level of consumer perception of local oranges. Indicators of taste, color,
texture, aroma, availability, and price determine the different perceptions of local jeurk
and imported oranges in Denpasar City.
Based on the results of analysis, consumers consider that the quality of imported oranges
is better than local oranges. Researcher's suggestion is that there is a need for firmness
from the government regarding the holding of imported fruit restrictions so as not to
suppress similar products produced domestically.