Authors : Vidyahwati TenrisannaFakultas Peternakan Universitas Hasanuddin, Aslina AsnawiFakultas Peternakan Universitas Hasanuddin, Diana Clara AchmadFakultas Peternakan Universitas Hasanuddin
This study aims to determine the description of consumer preferences to buy broiler chicken meat in traditional markets. This research was conducted in October-November 2017 at Terong Traditional Market, Makassar. This type of research is descriptive quantitative. Samples from this research are consumers who buy broiler chicken meat at Pasar Terong. Data were collected through interviews using questionnaires. Data were analyzed using Konjoin Analysis with survey approach with qualitative research data type which will be quantized using dummy variable. The results showed that after the calculated utility value of three levels of attribute, the consumer preference of broiler meat in traditional market can be started by the relatively cheap price factor, fresh meat quality, perceived service because between buyer and seller more familiar with each others as well as location factors that are close enough and easily accessible because it is passed by public transport modes.