ANALISIS MINAT KONSUMEN TERHADAP OLAHAN DAGING TERNAK BERBENTUK FROZEN FOOD

Changes in modern lifestyles that emphasize practicality have led to an increase in the consumption of frozen food, including meat-based processed products. These products are preferred because they are considered capable of meeting the need for food that is quick to prepare, easy to serve, and has a longer shelf life. This study aims to analyze the factors that influence consumer interest in meat-based frozen food products and to identify the most influential variables in purchasing decisions. The research method used was a survey by distributing Likert-scale questionnaires to 100 purposively selected respondents who had previously consumed frozen food. The data were analyzed descriptively to assess the influence of practicality, product quality, price, packaging, brand, halal certification, and nutritional content on consumer interest. The results show that all variables affect consumer purchasing interest, with practicality and product quality being the main considerations. Products that are easy to prepare, tasty, safe, reasonably priced, nutritionally informative, and clearly halal-certified are more preferred by consumers. The study concludes that consumer interest is primarily influenced by practicality and product quality.