Nugroho Arifianto, Sri Wahyuningsih, Lutfi Aris Sasongko


Consumer buy product and service to fulfill their needs. Need is natural,
while pretension is unnatural need. The objective of this research is to find out
the consumers preference towards watermelon in Semarang, the factors that
influence the consumers in choosing watermelons in Semarang, the alternative
fruit that replace watermelon, and kinds of watermelons mostly sold in
Semarang. Research method used is descriptive method, the technique of
location and respondents sampling use purposive sampling with the locations
are on three main markets in Semarang and there are 90 respondents. Kind of
data and data resources used are primary and secondary data by interviews and
questionnaires as the data collection method. The primary and secondary data
in this research are analyzed with tabulation and percentage analysis technique.
This research has been conducted on July  – August 2008. The result of this
research shows that watermelon has not become the most preferred fruit for
Semarang consumers, in choosing watermelon, the consumers have preferences
in the taste and seedless. However, the alternative fruit chosen by the
consumers is orange. And, preferred watermelon in Semarang is as follows:
weight of 2 – 4 kg, red fleshed, and seedless.

Keywords: consumer, preference, watermelon

Full Text:




  • There are currently no refbacks.

ISSN On Line: 2685-5321 View My Stats


Google Scholar Google ScholarGoogle ScholarGoogle ScholarGoogle ScholarGoogle Scholar Google Scholar Google Scholar




Alamat kami di :

Fakultas Pertanian Universitas Wahid Hasyim

JL. Menoreh Tengah X / 22, Sampangan, Gajahmungkur, Sampangan, Gajahmungkur, Kota Semarang, Jawa Tengah 50232, Indonesia
Handphone: +626281327592589 / +6285227248757


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.