Analysis of performance interests of rice products in Makassar city, Indonesia

• Main Authors: Tenriawaru, A. N., Heliawaty, H., Zulfiah S, N., Darma, R., Ridwan, M.
• Format: Conference Proceeding
• Language: English
• Subjects: Consumers; Data analysis; Sampling methods
• ISSN: 0094-243X; 1551-7616
• DOI: 10.1063/5.0223842

Humans have a basic need for food, which must be met in amount and quality. Quality is one of the most critical factors for consumers to consider when selecting the rice they will eat, rice consumers are increasingly concerned with quality. Thus there are differences in the importance and performance of each attribute attached to rice. The level of importance in question is how important an attribute is for the customer. Meanwhile, the level of performance is the actual performance of the attributes consumers perceive. This level of performance is closely related to consumer ratings. This research aims to analyze the level of importance and performance of rice attributes for rice consumers in Makassar City, South Sulawesi Province. The sample was selected based on the accidental sampling method with a total of 60 respondents consisting of 30 consumers with high incomes and 30 with middle incomes. The data analysis technique uses IPA (Importance Performance Analysis) analysis. The results of Importance Performance Analysis (IPA) 4.40 show that in quadrant II the fluffiness, cleanliness, and natural color of rice show performance and importance considered by consumers in choosing weight. Relatively the same, namely considering the quality following the price.