Analisis preferensi konsumen terhadap daging ayam kampung dan ayam broiler di pasar tradisional Kota Kupang

Melliany Anggelina Ottu

doi:10.31949/agrivet.v13i2.16638

Authors

Melliany Anggelina Ottu Universitas Nusa Cendana, Indonesia

DOI:

https://doi.org/10.31949/agrivet.v13i2.16638

Abstract

This study aims to analyze consumer preferences for free-range and broiler chicken in traditional markets in Kupang City. Data were collected from 50 respondents selected through accidental sampling at three purposively chosen traditional markets—Oebobo, Oeba, and Inpres Naikoten—between 5 and 25 October 2025. Primary data were obtained through interviews and questionnaires, while secondary data were sourced from institutional reports and relevant literature. Descriptive statistics were used to identify consumer characteristics and attribute evaluations, followed by an independent samples t-test or Mann–Whitney U test to assess differences in preferences between the two types of chicken. The results show that consumers exhibit a stronger preference for free-range chicken due to its richer flavor profile, firmer texture, and greater perceived health value, positioning it as a premium-quality product. In contrast, broiler chicken is primarily chosen for its affordability, high market availability, and practicality in food preparation, making it the most feasible option for daily household consumption. The Mann–Whitney U test returned a significance value of < 0.05 for all assessed attributes, confirming statistically significant differences in consumer preferences between the two chicken types. Overall, these findings indicate distinct market segmentation, where free-range chicken appeals to consumers who prioritize sensory quality and health attributes, while broiler chicken dominates routine demand driven by economic and efficiency considerations. The results are expected to serve as a strategic reference for market actors and policymakers in developing poultry marketing strategies and food policy interventions

Keywords:

consumer preference , chicken meat, product attributes, traditional markets, purchasing behavior.

Downloads

Download data is not yet available.

References

Aldianto A, Windyasmara L, Purwati Cs. 2024. Study On The Quality Of Broiler Chicken Meat In A Modern Market In Sukoharjo Regency. Jurnal Nukleus Peternakan . 11(2):130–136.

Alfa Tumbuan Wj, Hasan Jan A, Debbie Palandeng I. 2022. International Journal On Human Computing Studies Analysis Of Demand For Domestic Chicken Meat Consumption In North Sulawesi Province, Indonesia. International Journal On Human Computing Studies [Internet]. 04(2):47–62.

Ariningsih E, Sumaryanto S, Ariani M, Ilham N, Rohaeni Es, Agustian A, Suhartini Sh, Hidayatina A, Suharyon S, Priyanto D, Et Al. 2024. Household Perceptions Of Healthy Broiler Meat And Their Impacts On Purchasing Practices In The Greater Jakarta Area, Indonesia. Cogent Food Agric. 10(1).

Bintang Judanto I, Arief H, Rivanda Daud A. 2024. Analysis Of Consumer Preferences And Satisfaction With Local Chicken Meat In Bandung City Traditional Markets (Survey Of Consumers At Cibogo Market, Sukajadi). Jurnal Peternakan. 21(2):180–191.

Bura Mayd, Effendi Mh, Puspitasari Y. 2024. Profile Of Antibiotic Residue And Antibiotic Resistance In Broiler Chicken Meat In Indonesia: Public Health Importance. Jurnal Kajian Veteriner. 12(1):61–76.

Dhyani Swamilaksita P, Sukandar D. 2022. Proyeksi Produksi Daging Ayam Ras Untuk Memenuhi Kebutuhan Protein Penduduk Di Indonesia (Forecasting The Production Of Race Chicken Meat To Meet The Protein Needs Of Indonesia Population). Jurnal Ilmu Gizi Dan Dietetik [Internet]. 1(3):196–203.

Edwin T, Hellyward J, Rastosari A, Utami Y, Suharto Els, Novarista N. 2024. Conjoint Analysis: Consumer Preferences Of Kampong Chicken In Bukittinggi City. Andalasian Livestock. 1(1):51–58.

Fadila Ac, Prastiwi Wd, Mukson M. 2025. Analysis Of Consumer Preferences For Broiler Chicken Meat In The Traditional Market Of Magelang City. Sepa: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis. 22(1):106.

Faqih A, Aisyah S, Farihin Sya’bani H, Ramadhan Ra, Darmadi R, Yusuf Pm. 2023. Analysis Of Consumer Preferences In Buying Broiler Chicken Meat. Injuruty: Interdiciplinary Journal And Humanity [Internet]. 2(7):592–602.

Haskaraca G, Arslan Y, Ayhan Z. 2022. Evaluation Of Factors Affecting Consumers’ Poultry Meat Consumption Habits And Perceptions And Poultry Breeding Processes. Gıda. 47(6):1014–1031.

Joshi A, Kale S, Chandel S, Pal D. 2015. Likert Scale: Explored And Explained. Br J Appl Sci Technol. 7(4):396–403.

Kusuma Sb, Subagja H, Imam S. 2022. Analysis Of Consumer Preferences In Buying Chicken Carcass In Sumbersari District, Jember Regency. Jurnal Ilmu Dan Teknologi Peternakan Tropis) [Internet]. 9(2):405–411.

Sasaki K, Motoyama M, Tagawa Y, Akama K, Hayashi T, Narita T, Chikuni K. 2017. Qualitative And Quantitative Comparisons Of Texture Characteristics Between Broiler And Jidori-Niku, Japanese Indigenous Chicken Meat, Assessed By A Trained Panel. Journal Of Poultry Science. 54(1):87–96.

Selamat J, Zaidy Nanm, Zakaria Ns, Juhari Nh, Murugesu S. 2022. Comparison Of Physicochemical Characteristics And Sensory Attributes Of Four Different Chicken Breeds From The Genuine And Selected Local Market. J Food Qual. 2022.

Setyanovina Ss, Suryantini A, Masyhuri M. 2021. Characteristics And Preferences Of Chicken Meat Consumers Before And During Covid-19 Pandemic In Sleman Regency. Agro Ekonomi. 32(1).

Shah M, Pahlevi R, Herlina L, Nurlina L. 2024. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Analisis Preferensi Dan Sikap Konsumen Dalam Membeli Daging Ayam Lokal Di Pasar Tradisional Kota Bandung Analysis Of Consumer Preferences And Attitudes In Buying Local Chicken Meat In Traditional Markets In Bandung City. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis. 10(2):2560–2571.

Singh As, Masuku Mb. 2014. International Journal Of Economics, Commerce And Management Sampling Techniques & Determination Of Sample Size In Applied Statistics Research: An Overview. International Journal Of Economics, Commerce And Management. 2(11):1–22.

Tarigan Ei, Daulay Ha, Hasan F. 2021. Analysis Of Pork Marketing In The Market Traditional Karo Regency. Jurnal Peternakan Integratif. 9(2):27–35.