Analysis of Consumer Preference Against Handicraft Paper from Betel Nut Coir Fiber (Areca catechu L.) by Using Conjoint Method
Ika Atsari Dewi1,4*), Muchammad Fanani1), Panji Deoranto1), Azimmatul Ihwah1), Cesar Oliver Austria2), Hendro Risdianto3), Hendrix Yulis Setyawan1,4), and Susinggih Wijana1,4)

1)Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Jl. Veteran, Malang 65145, Indonesia
2) Forest Products Research and Development Institute Department of Science and Technology (FPRDI-DOST) Forestry, College, Laguna, 4031 Philippines
3) Center for Industrial Standardization and Services of Cellulose, Agency for Industrial Standardization and Services Policy, Ministry of Industry, Kec. Dayeuhkolot, Kabupaten Bandung, Jawa Barat, Indonesia 40258
4) Palm-based Agroindustry Research Group, Faculty of Agricultural Technology, Universitas Brawijaya, Malang, Indonesia

*ikaatsaridewi[at]ub.ac.id

Abstract

An analysis of consumer preferences to find out the characteristics of handicraft paper from betel nut fiber desired is necessary for this innovation. This study aimed to determine the attributes of handicraft paper that are most necessary for consumers. This study was conducted by using Conjoint method. Fifty respondents were interviewed in some cities in Indonesia. The attribute mix used in this study was physical and organoleptic. The physical attribute mix was tensile strength, grammage, thickness, and stiffness while the organoleptic was color, fiber appearance, and surface texture. There were 16 combinations of stimuli formed with simplification using orthogonal arrays. The result shows consumers like tensile strength of 20-<30 kN/m2, grammage of &#8805-500 g/m2, thickness of 1,6-3 mm, stiffness of &#8805-15 mN.m, dark brown color, the appearance of fiber was visible, and had rough surface texture. The results of the correlation analysis show that there is a strong correlation between the results of preference stimuli and actual responses. The handicraft paper produced had the same characteristics as the consumer preference, except that the tensile strength value was 10-<20 kN/m2. The results also showed that fiber appearance had the highest relative importance value to be prioritized.

Keywords: Attribute, Betel Nut Coir Fiber, Conjoint Method, Consumer Preference, Handmade Paper

Topic: Agro-industrial production system management and regulation