Consumer Preference and Loyalty for Purchase of Processed Banana Products in Makassar City

ABSTRACT : This study aims to describe the characteristics of consumers of processed banana products inMakassar City, to describe the type of product (product variant) and the price of processed banana products, toanalyze consumer preferences for processed banana product attributes, to analyze the level of consumer loyaltytowards purchasing processed banana products in Makassar City. Data analysis used is descriptive analysis andarithmetic mean (arithmetic mean). The results of this study indicate that the consumer characteristics of thethree processed banana products are: female gender with the age of the respondent being 22 years old; the workof the majority of respondents is student/student; and the average education of the respondents is S1 graduates.Product types (product variants) Big Bananas, Piscok Super and PiscokLumer, namely rolls and bites and pricesfor big bananas start from Rp. 25,000 – Rp. 30,000/pack, Piscok Super has a price of Rp. 19,000 – Rp. startingfrom IDR 15,000 – IDR 25,000 / pack. Consumer preferences for the attributes of the three brands of processedbanana products are crunchy texture, attractive packaging, good taste, moderate price and pleasant aroma. Thelevel of consumer loyalty from the three brands of processed products, namely big bananas, piscok super andmelted piscok, is the most loyal consumer of big bananas, while consumers with a low level of loyalty aremelted piscok.

KEYWORDS : Preference, Consumer Loyalty, Processed Banana Products