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Submitted
October 5, 2020
Accepted
December 1, 2020
Published
January 21, 2021
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Abstract

As a country with a vast  natural forest,  Indonesia has a big potential production of honey.  Honey is nutritious food produced by bees that mostly inhabit in the forest.  Bengkulu is one of such place produced honey.  Honey is considered as healthy supplement by consumer. Therefore, in this research, it has been studied the segmentation of consumers of honey and identification of honey attributes.   This research was conducted in June- July 2015.  There were 96 responsents gathered from eight (8) outlets selling honey products in Kota Bengkulu.  Results showed that the consumers were young adults (67%), women (62%), married (82%), S1 education (56%), Kota Bengkulu domicile (88%) with income range of Rp 2,100,000-5,000,000/month (62%).  While the preference testing of honey products based on taste, aroma, and color had the score around  3.5- 3.7.  This meant that respondents like the honey product.

Keywords

honey consumer segmentation preference kota Bengkulu

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  158. Suranto, A., M. Riza. 2005. Determination of Marketing Strategies Based on Consumer Behavior with the Discrimination Method. Journal Scientific Industrial Engineering 4 (1): 18 – 27.
  160. Surakhmad, W. 1998. Introduction to Scientific Research and Basic Technical Methods. Tarsito Bandung.
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  165. Umar, H. 2000 . Marketing Research and Consumer Behavior . Jakarta: PT Gramedia
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  170. Widodo, P. 2010. Relationship Between Product Attributes on Purchasing Decisions in Tea Drinks in Packaging. Journal of Agribusiness and Regional Development 2 (1): 1-12.
  171. Aditya and Nugroho. 2006. Analysis of Satisfaction Level of Plasma Farmers on the Implementation of the Broiler Kampung Chicken Partnership of PT. Sinar Sarana Sentosa Using the Importance Performance Analysis Method . Journals. Faculty of Animal Husbandry. Brawijaya University.
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  185. Engel, J.F., et al . 1994a. Consumer behavior. Sixth Edition Volume 1. Budiyanto FX , translator; Jakarta: Binarupa Aksara. Translation from: Consumer Behavior Sixth Edition.
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  193. Janita and Amonggiri. 2012. Analysis of the Effect of Coca Cola Product Quality on Consumer Loyalty. Business Accounting Journal. Vol 2. No.
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  207. Lamandasa, S. 2008. Analysis of the Effect of Product Attributes on Consumer Loyalty of "TjeFuk" Facial Whitening Cream in Yogyakarta. OPTIMAL 5 ( 3 ): 1-10.
  209. Novandra, A. and I. W. Made. 2013. Indonesian Beekeeping Product Market Opportunities . Research Institute. Jakarta.
  211. Nuruni, 2012. Analysis of the Effect of Product Quality and Prices on Sari Frutang Products. Neo-Bis Journal 6 ( 1 ) : 1- 9.
  213. Yati, N. 2006. Research Report: Status and Potential of the National and International Organic Honey Market. Editor: J. Indro Surono. Indonesian Organic Alliance. Bogor. 31pp.
  215. Ocvilia, I. 2005. Analysis of P e rilaku Consumer Implication Honey and Honey Products Development in Bogor. IPB Management and Business Postgraduate Program, Bogor.
  217. National Beekeeping Center, 2008. Honey Bees, How to Farm and Their Utilization. PS Jakarta.
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  233. Sarwono, B. 2005 . Honey bee. Library Media Agro. Jakarta.
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  255. Widodo, P. 2010. Relationship Between Product Attributes on Purchasing Decisions in Tea Drinks in Packaging. Journal of Agribusiness and Regional Development 2 (1): 1-12.