Nisfi Novianti Rohmah. H0818077. 2022.Analysis of Consumer Preferences for Packaged Cooking Oil in Kabupaten Pati. Under Supervisor by Prof.Dr.Ir.Endang Siti Rahayu, M.S. and Raden Kunto Adi, S.P, M.P, Faculty of Agriculture, Universitas Sebelas Maret Surakarta.

Cooking oil is a basic need that is needed by almost all households. Therefore, cooking oil is a strategic product to use. Increased consumption of cooking oil by the public will make the demand for cooking oil increase and the largest demand for cooking oil comes from household demand. Likewise in Pati Regency consumption of packaged cooking oil is increasing from year to year. Consumers will decide on the choice of the product by considering the attributes that exist in the product in accordance with the wishes and needs of consumers. Producers and marketers must know what kind of cooking oil products are wanted and needed by consumers.

This study aims to determine the effect of the attribute variables of price, color, packaging, and packaged cooking oil brands on consumer preferences of packaged cooking oil in Pati Regency, determine whether or not there are differences in consumer preferences for packaged cooking oil attributes in Pati Regency, and determine the most important attribute. considered by consumers in their purchasing decisions for packaged cooking oil in Pati Regency. The basic method used in this research is descriptive method. The method of determining the location is the purposive method. The sampling technique used is proportional random sampling technique, based on the calculation results obtained 100 respondents. The data collection technique is by direct interview using the research questionnaire that has been provided. The data analysis method consists of three methods of analysis, namely the method of multiple linear regression analysis, the Chi-Square analysis method and the fishbein multi-aribut analysis method.

Based on the results of multiple linear regression test, it shows that the attribute variables of packaged cooking oil, namely the attribute price (X1), color (X2), packaging (X3), brand (X.4) affect the consumer preference attributes of packaged cooking oil (Y) both together. -equally or individually. Based on the results of the Chi-Square test, there are differences in consumer preferences for packaged cooking oil attributes in Pati Regency with the choice of packaged cooking oil attribute categories being packaged cooking oil at a price of IDR 23,000 to IDR 25,000, the color of the cooking oil is light yellow, packaging plastic cooking oil refill, and the brand of cooking oil bimoli. Based on the results of the fishbein multi-attribute test, the most considered packaged cooking oil attribute is the price attribute of packaged cooking oil and the order of the packaged cooking oil attribute from the most considered to the least considered is the price, color, brand, and packaging attributes.