ANALISIS PREFERENSI KONSUMEN KERIPIK SINGKONG “MURIS” DI DESA SARONGGI KECAMATAN SARONGGI KABUPATEN SUMENEP

Sumenep Regency is one of the agro-industrial areas that also processes cassava into cassava chips, which is expected to provide large profits and create value. The aim of this research is to describe consumer preferences for Muris cassava chips and analyze factors in consumer preferences for Muris cassava chips. The type of data used is primary data sourced from interviews with a sample of 30 consumer respondents. The analytical method used is factor analysis using Confirmatory Factor Analysis (CFA). The results of factor analysis show that the ideal profile of a Muris cassava chips consumer is a woman aged 36-45 years with a high school education. Consumer preferences for cassava chips are influenced by several main factors, namely product taste and quality, ease of use, and practicality.