Analysis Competitive Product Design of Traditional Culinary Products "Dodol Garut" Based on Customer Preferences
W A Kurniawan (a*), D T Alamanda (b), H Aulawi (a), Y Ar-Rum (b), R Kurniawati (a)

a) Sekolah Tinggi Teknologi Garut
Jalan Mayor Syamsu No.1 Garut 44151
*wahyu[at]sttgarut.ac.id
b) Garut University
Jalan Hampor, Rancabango, Kec. Tarogong Kaler, Kabupaten Garut, Jawa Barat 44151

Abstract

The study aims to analysis competitive product design of dodol products based on customer preferences using conjoint method. It is a quantitative study with survey design by distributing questionnaires to 100 respondents. The respondents were selected using a purposive sampling technique. The collected data were analyzed using conjoin analysis with choice-based and full profile types. The results of the study indicate that respondents consider taste variations as the main preference in choosing Dodol Garut with the value of 24.46% and the packaging gets the lowest value (16.85%). Based on the results of the conjoined analysis, tourist prefer the original Dodol Garut with utility 1.151, with a quote theme packaging (0,128), large size (0,023), dry texture (0,066), and packaged in plaited bamboo (0,076).

Keywords: traditional culinary; customer preferences; product innovation; Conjoint

Topic: Industry Engineering