STRAWBERRIES IN CONSUMER PERSPECTIVE: UNCOVERING CONSUMER PREFERENCE IN PURCHASING STRAWBERRIES (Fragaria Ananasa) at GARDEN BERRY FARM, CIWIDEY, BANDUNG.

Abstract

Ciwidey District in Bandung Regency is a major center for strawberry production and a leading agrotourism destination in West Java, with Garden Berry Farm offering visitors the unique experience of picking strawberries directly from the field. This study aims to identify consumer preferences for strawberries at Garden Berry Farm, focusing on key product attributes influencing purchasing decisions. Consumer preference is defined as a liking, choice, or something more favored by consumers for consumption or use[1]. The research used a descriptive quantitative survey method, involving 30 purposively selected consumers. Data were collected using a Likert-scale questionnaire to assess attributes such as color, taste, size, shape, shelf life, price, and service. Results show that 86.7% of respondents highly favored the balanced sweet and sour taste of the strawberries, while 80% appreciated the large yet convenient fruit size. Color and shape also received positive feedback, with satisfaction rates of 76.7% and 73.3%, respectively. However, shelf life received the lowest satisfaction score, with only 56.7% of respondents satisfied. Overall, Garden Berry Farm has met consumer preferences in terms of product quality and service, but improving shelf life is recommended to further enhance consumer satisfaction.