ABSTRAK

This study aims to determine the factors that influence consumer preferences in purchasing fruit of tangerine, citrus fruit attributes that are preferred by consumers in choosing fruits tangerines and marketing strategies that can be applied in marketing fruit tangerine.Factors consumer preferences tangerine fruit analyzed in this study were sex, education level, occupation, age, income level and number of family members or dependents in the family. Based on the research results, factor income effect on consumer preferences tangerine fruit in Bojonegoro. While the factors gender, education, age, jobs and the number of family members does not affect the consumer's preferences tangerine fruit in Bojonegoro. Based on the analysis Fishbein of research shows that consumer attitudes to attribute more importance tangerine fruit freshness and fruit flavors tangerine which has a value of 1.72 and 0.85 respectively. Meanwhile, the price factor is not a major consideration in selecting fruit consumers tangerines. Based on these factors and attributes that influence consumers to choose fruits tangerines can be formulated alternatives marketing strategies in the fruit tangerine. Strategies that can be done is to optimize the use of seeds prefetch queue, optimizing the mutually beneficial relationship between farmers and traders, increased knowledge of farmers in the cultivation of fruits tangerines and optimize the role of the government to farmers.
Kata kunci : preferensi konsumen, strategi pemasaran, buah jeruk keprok