PREFERENSI, POLA KONSUMSI, DAN KEPUASAN KONSUMEN GULA SEMUT DI PASAR MODERN KOTA BANDAR LAMPUNG

Abstract

This research aims to analyze preferences, consumption patterns, and consumer satisfaction for crystal palm
sugar at modern markets in Bandar Lampung City. The research method used was the survey method. Data
was collected in February 2025 with a total number of respondentwere 60 people taken by the accidental
sampling method at four different modern market , namely Chandra Supermarket, Chandra Mini Market,
Super Indo, and Fitrinofane. The analysis used was conjoin analysis, quantitative descriptive, Customer
Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results reveal that consumer
preferences for crystal palm sugar at modern markets in Bandar Lampung City are fragrant aroma, coarse
grain texture, dark brown color, and standing pouch packaging with size of 250 gram. The consumption of
crystal palm sugar is as an alternative sweetener, and the brands that are widely purchased are Aromanis,
Haan, and Edna. Consumer usually buy the palm sugar in the size of 250 gram with a frequency of
purchase is once to two times, and the total consumption is fifteen times in a month. The amount of
purchases made is 272 grams in a month, and the amount of consumption is 176 grams in a month. Based
on the analysis, the consumer satisfaction falls into e very satisfied category.

Keywords: crystal palm sugar, consumption pattern, consumer satisfaction, preference