Anisa Windhita, Joyo Winoto, Sahara
Abstract: In the era of free trade, the competition between fresh local oranges and fresh imported oranges will be intensified to compete for the high market share of fresh orange consumers in Indonesia. The purpose of this research is to analyze price competitiveness, attributes quality and factors that affecting consumer preferences of local orange and imported orange. Moreover, this research measure competitiveness between local orange and imported orange based on consumer preferences which is based on Hsu and Wanns research (2004) and Benjamin et al. (2004). This research design is descriptive which is conducted through questionnaire. The sampling technique used was convenience, from obtained 150 samples. There are three variables that taking role as main focus in this research, which are price level, attributes quality (taste, colour and size), and factors that affect (individual, intrinsic, social economy and education) as independent variables, and consumer preferences as a dependent variable. The data obtained are processed using descriptive, statistic analytical T test, S test and kruskal-wallis test for price competitiveness, conjoint analysis for attributes, and discriminant analysis for affecting factors. Descriptive analysis show that most of the obtained respondents are women between 31-40 years old, married, undergraduate, and work as official employee. Statistic analytical T test, S test and kruskal-wallis test show that the price of local orange are lower than any imported orange. Conjoint analysis show that the taste of local orange has the highest importance point, meanwhile imported orange colour and size has the highest importance point. Discriminant analysis show that intrinsic factor are the most dominant influence preferences to orange. Intrinsic factors consist taste, skin colour, fruit size, fruit shape, freshness, fruits water content, and fruits smell.
Keywords: competitiveness, preference, discriminant, conjoint