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VOL. 11, ISSUE 1 (2026)
Analysis of consumer preferences for processed patin fish skin chips at the Pekanbaru Souvenir Center
Authors
Zulkarnaini, Hazmi Arief, Tasa Indah Rahma
Abstract
Patin fish skin chips are one of the processed
fishery products that are developing in the city of Pekanbaru and are widely
marketed in souvenir shops. This product has added value potential because it
utilizes the by-products of patin fish processing. However, the diversity of
product attributes offered, such as taste, price, package weight, and label
completeness, requires producers to understand consumer preferences accurately.
This study aims to analyze consumer preferences for processed patin skin chips
and identify the attributes that consumers consider most important in their
purchasing decisions at souvenir shops in Pekanbaru. The method used in this
study is Discrete Choice Experiment (DCE) with a quantitative approach. The
attributes analyzed included flavor (original, balado, BBQ), price (below
IDR30,000 and above IDR30,000), package weight (50–100 grams and >100
grams), as well as label completeness (complete and incomplete). The data were
analyzed using conjoint analysis to obtain utility values and attribute
importance levels. The results showed that consumers preferred patin skin chips
with balado flavor, priced below IDR30,000, weighing more than 100 grams, and
with complete product labels. The attributes most considered by consumers in
their purchasing decisions were flavor (38%), followed by weight (28%), label
(22%), and price (12%). These findings are expected to serve as a basis for
producers in developing patin skin chips products and marketing strategies that
are in line with consumer preferences.
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Pages:28-32
How to cite this article:
Zulkarnaini, Hazmi Arief, Tasa Indah Rahma "Analysis of consumer preferences for processed patin fish skin chips at the Pekanbaru Souvenir Center". International Journal of Fisheries and Aquatic Research, Vol 11, Issue 1, 2026, Pages 28-32
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