Banana Based Snacks Consumers’ Satisfaction in Yogyakarta, Indonesia

¹ Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Jl. Brawijaya, Kasihan, Bantul, Yogyakarta, 55183 Indonesia
² Universiti Islam Antarabangsa Tuanku Syed Sirajuddin, Taman Seberang Jaya Fasa 3, 02000 Kuala Perlis, Perlis, Malaysia
³ University of Venda, University Rd, Thohoyandou, 0950, South Africa

^* Corresponding author: zaki@umy.ac.id

Abstract

Banana chips are a type of snack that is in great demand by various groups, with various flavor variants, such as spicy, chocolate, and salty banana chips. Bananas, as an agricultural product, have the potential to provide added value economically. This study aims to analyze the characteristics of banana chips produced by MSMEs in Yogyakarta. A quantitative approach was used in this study by involving a survey of 40 respondents who consumed banana chips in Yogyakarta. The data obtained were analyzed descriptively and using conjoined analysis. In this study, consumer preferences for processed banana chip products were analyzed based on seven attributes of the 7P marketing mix, namely product, price, place, promotion, people, process, and physical evidence. The results showed that among the seven attributes studied, the attributes of price, place, people, process, and physical evidence were not considered as much by consumers, while promotional and product attributes significantly influenced consumers' purchasing decisions of processed banana chips products in Yogyakarta. These findings imply that manufacturers, especially MSMEs that produce banana chips, need to develop more effective marketing strategies by focusing on attributes that influence purchasing decisions, especially product and promotional attributes, in order to increase competitiveness and sales.