Development Strategies for Palm Sugar Attributes Products : Competitive Products Towards the Sustainable Development Goals
Liana Fatma Leslie Pratiwi 1), Marosimy Millaty2), Meita Puspa Dewi2)

1) Universitas Pembangunan Nasional Veteran Yogyakarta
2) Univeristas Nahdlatul Ulama Yogyakarta

Abstract

Palm sugar products are sugar products that are mostly produced by a farmer and MSMEs. The creative and innovative concept of palm sugar products can be done by developing product innovation, packaging, and product handling (marketing). The development of palm sugar products according to consumer preferences can be used as an effort to develop superior agribusiness products with competitiveness towards the Sustainable Development Goals (SDGs). The aspect of sustainable development is economic sustainability created from the growth of the community^s economic sector from on-farm and off-farm. This study aims to analyze consumer preferences and analyze the strategy of developing ant palm sugar product attributes. The research location was taken by purposive sampling in the Special Region of Yogyakarta, with a number of respondents as many as 80 people (voluntary sampling technique). The data analysis method used is the multi-attribute Fishbein and Important Performance Analysis Matrix. The results showed that consumer preferences for palm sugar products were seen from the health benefits, durability, cleanliness, and halal. The strategy for developing rice product attributes is to improve the performance of product attributes to provide customer satisfaction, namely the attribute of innovation in the content of spices and the ease of product access.

Keywords: consumer, DIY, customers, preference, strategy

Topic: Social and Economic in Agriculture