Consumer Preference Analysis of Turmeric Simplisia Attributes Using Conjoint Analysis Method at PT CAN Herbs Indonesia
DOI:
https://doi.org/10.58184/jfsa.v4i2.954Keywords:
consumer preference, conjoint analysis, dried turmeric simplicia, product attributesAbstract
Indonesia has substantial potential for the development of biopharmaceutical crops, including turmeric (Curcuma domestica Val.), which is widely used as a raw material in the herbal industry. However, the declining demand for dried turmeric simplicia indicates a mismatch between the characteristics of the products offered and consumer preferences. This study aimed to analyze consumer preferences for dried turmeric simplicia attributes using conjoint analysis. The study was conducted using a full-profile approach by distributing questionnaires to 40 respondents, consisting of home industry business actors, micro, small, and medium enterprises (MSMEs), and herbal industries. The analyzed attributes included price, moisture content, payment system, and color. The data were analyzed to obtain the utility value and relative importance of each attribute. The results showed that price was the most influential attribute in consumer decision-making, followed by payment system, moisture content, and color. The most preferred attribute combination was dried turmeric simplicia with a moisture content of <8%, a price of IDR 35,000.00-40,000.00, full upfront payment, and bright yellow color. Consumer preferences for dried turmeric simplicia were multidimensional and influenced by a combination of product attributes. Therefore, producers are advised to implement quality standardization and competitive pricing strategies to improve the market competitiveness of dried turmeric simplicia.
Downloads
References
Adelawati, K. (2021). Analisis Konjoin Preferensi Konsumen Terhadap Sayuran Organik di Brastagi Supermarket Medan. Jurnal Ilmiah Mahasiswa Pertanian [JIMTANI], 1(2), 1–12.
Bleichrodt, H., & L’haridon, O. (2023). Prospect theory’s loss aversion is robust to stake size. Judgment and Decision Making, 18, e14. https://doi.org/10.1017/jdm.2023.2
Cahyani, D., Ridha, M., Huda, K., & Mubarok, A. (2025). Peningkatan Ekonomi Keluarga melalui Pelatihan Bisnis Jamu Tradisional dengan Pendekatan PAR dan Capacity Building di Mojogebang. Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan, 5(2), 1–14. https://doi.org/10.59818/jpm.v5i1.1254
Cahyaningsih, R., Brehm, J. M., & Maxted, N. (2021). Setting the priority medicinal plants for conservation in Indonesia. Genetic resources and crop evolution, 68(5), 2019–2050. https://doi.org/10.1007/s10722-021-01115-6
Departemen Kesehatan Republik Indonesia. (2008). Farmakope herbal Indonesia (Edisi I). Departemen Kesehatan Republik Indonesia. https://farmalkes.kemkes.go.id/en/unduh/farmakope-herbal-indonesia-edisi-i/
Fauzi, R., & Supardi, U. S. (2023). Pendekatan Analisis Konjoin untuk Menentukan Preferensi Atribut Laptop. Indonesian Journal of Multidisciplinary on Social and Technology, 1(3), 257–264. https://doi.org/10.31004/ijmst.v1i3.208
Lusiana, I. S., Susongko, P., & Nafiati, D. A. (2024). Desain Instrumen Tes Capaian Pembelajaran Matematika dengan Uji Validitas Pearson Correlation. Journal of Education Research, 5(4), 5666–5675. https://doi.org/10.37985/jjer.v5i4.1700
Nisa, M., Jannah, R., Qodri, U. L., & Sari, D. R. T. (2023). Pengaruh Metode Pengeringan terhadap Kadar Flavonoid Simplisia Daun Cermai (Phyllanthus acidus L. Skeels). Jurnal Farmasi Ma Chung: Sains, Teknologi, dan Klinis Komunitas, 1(1), 8–12. https://doi.org/10.33479/jfmc.v1i(1).2
Oktarici, E. N., & Sirait, F. M. (2023). Evaluasi Kinerja Bisnis Pemasok dengan Pendekatan Analytical Hierarchy Process Pada PT XYZ. Jurnal Aplikasi Manajemen dan Bisnis, 4(1), 1–13.
Orme, B. K. (2010). Getting started with conjoint analysis: Strategies for product design and pricing research (2nd ed.). Research Publishers LLC.
Rahim. N. A. F. (2020). Analisis Konjoin untuk Menentukan Preferensi Mahasiswa FMIPA terhadap E-Commerce (Perniagaan Elektronik) [Skripsi, Universitas Brawijaya]. Repository Universitas Brawijaya. https://repository.ub.ac.id/id/eprint/183267/
Rifandi, M. N., & Yuniar. (2021). Usulan Atribut Jasa Transportasi Kereta Api Argo Parahyangan Berdasarkan Preferensi Konsumen Menggunakan Metode Conjoint Analysis. E-Proceeding FTI, 1(1),1–12.
Sadiyah, F. N. (2021). Dampak Pandemi Covid-19 terhadap Pertumbuhan Ekonomi dan Perdagangan Komoditas Pertanian di Idoneisa. Jurnal Ekonomi Pertanian dan Agribisnis, 5(3), 950–961. https://doi.org/10.21776/ub.jepa.2021.005.03.30
Santoso, A. (2016). (2017). Statistik multivariat dengan SPSS. Jakarta: Elex Media Komputindo. https://books.google.co.id/books?id=qi9IDwAAQBAJ
Saputri, D. E., Astuti, D. F., Handayani, W. N., & Dewi, Y. C. (2025). Pengaruh Penambahan Kunyit (Curcuma Longa L.) dan Kacang Hijau (Vigna radiata) terhadap Sifat Fisikokimia Tempe. Prosiding Seminar Nasional Hukum, Bisnis, Sains dan Teknologi (HUBISINTEK), 6(1), 681–689.
Tistiyanto, P. D., Sukrasno, S., Budiastuti, B., & Prima, L. (2023). Kajian Penerapan Cara Pembuatan Obat Tradisional yang Baik pada Industri Ekstrak Bahan Alam di Indonesia. Pharmaceutical and Biomedical Sciences Journal (PBSJ), 5(1), 23–34. https://doi.org/10.15408/pbsj.v5i1.32090
Utama, R., & Antonio, J. (2022). Analisis Conjoint Terhadap Preferensi Konsumen Pada Kemasan Minuman Kalamansi Siap Minum Di Kota Bengkulu. Technologica, 1(2), 104–112. https://doi.org/10.55043/technologica.v1i2.47
Yusup, F. (2018). Uji Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif. Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1), 17–23. https://doi.org/10.18592/tarbiyah.v7i1.2100
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anugerah Putri Unikinova, Fitria Naimatus Sadiyah, Adi Prayoga
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
