Consumer Preference for Local Apples Malang and Imported Apples during the Pandemic

Abstract

Indonesian people tend to view imported fruit as a more prestigious value compared to local fruit. The case of pandemic covid19 has an impact on the imported fruit market in every country, especially apples that are famous in the Indonesian domestic market, among others, coming from China. People's fear of the transmission of covid19 brings its perception for consumers in consuming fruit originating from China. The purpose of this study is to know consumer preferences towards local Malang apples and imported apples, as well as identify the factors that make up those consumer preferences. The method used is a quantitative method of description using Principle Component Analysis (PCA). The result is that consumer preferences are influenced by the price, favorite, and place of purchase of apples. While the factors that shape consumer preferences in the consumption of local apples obtained formed three factors: performance, appearance and green product and imported apples obtained three factors are performance, packaging and green product that has similarity to the description are only slightly different from the attributes formed in it.