Ristina Siti SundariUniversity of Perjuangan Tasikmalaya , Indonesia
Title: Consumer Preference on The Level of Palm Sugar Consumption in West Java, Indonesia
Sugar is a functional food ingredient, a source of calories, and a source of sweetness. Many types of sugar are used as sweeteners, including sugar cane, corn sugar, coconut sugar, cassava sugar, stevia, and sugar palm. Granulated sugar tends to dominate its use by people worldwide compared to other types of sweeteners. Palm sugar is better known in tropical countries, but now the world is starting to need it. Given its safer benefits than cane sugar, palm sugar has begun to be considered for its development in tropical countries which are centers for producing palm sugar derived from sap trees. Consuming palm sugar considers inherent attributes such as taste, color, texture, water content, and price. This study aimed to determine the extent to which consumer preferences in consuming palm sugar. The collected data were analyzed using conjoint analysis. The respondents are 75 households, and the research method is qualitative. The research finding was that consumer preferences affected consumption levels of sugar palms. The combination of attributes of palm sugar that is preferred and becomes consumer preference is palm sugar with a sweet taste, low water content, soft texture, golden brown color, and a price less than 2.00 USD/Kg.
Ristina Siti Sundari is a Ph. D student at University of Padjadjaran, Indonesia. She is a researcher and lecturer of University of Perjuangan, Tasikmalaya, West Java, Indonesia. She has over 100 publications that have been cited over 200 times, and his publication h-index is 8. He has been serving as an Editor in Chief in running of Jurnal Hexagro, book editor of several publishing houses. reviewer of several indexed journals.