Journal of Food, Agriculture and Environment

Consumer’s preferences of rice attributes in Palembang, South Sumatra, Indonesia


Julkhaidar Romadhon, Muhammad Yazid, Andy Mulyana, Yunita

Recieved Date: 2020-01-17, Accepted Date: 2020-03-22


Rice is the primary food of the people of Indonesia. Currently the characteristics of rice already are considered by consumers as the basis for consumer preference. This study aimed to analyze the effect of rice attributes to consumer preference in purchasing rice in Palembang. The study was conducted in the vicinity of Palembang, from May to September 2019. A total of 329 respondents were surveyed to represent consumer preference. The data were analyzed using factor analysis. The results showed that forming a consumer preference on rice attribute was seven component factor I to factor VII. Factor I labeled as sightings physical consisting of variety, higher broken rice, small broken rice and chalky grain. Component factor II named faith consisting of suppliers, family reference, friend reference, and advertisement, component factor III named free other objects consisting of foreign object and residue free. Component Factor IV named consisting of packaging and brand, component factor V named taste consists of taste, aroma, volume expansion and head rice. Component factor VI named soft texture consisting of soft texture and durability and factor VII named whiteness which only consists of whiteness.


Rice attributes, preferences, factor analysi

Journal: Journal of Food, Agriculture and Environment
Year: 2020
Volume: 18
Issue: 2
Category: Food and Health
Pages: 20-24

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