Consumer Preferences in Rural and Urban Areas Toward the Purchase of Layer Eggs in Jember Regency

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Published: 2026-08-27
DOI: https://doi.org/10.33964/jp.v35i2.955
Keywords:
Consumer Preference, Layer eggs, Rural and Urban Areas, Fishbein multi-attribute model, Importance Performance Analysis
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Illia Seldon Magfiroh
Agribusiness Program, Faculty of Agriculture, University of Jember
https://orcid.org/0000-0001-5670-307X
Ahmad Zainuddin
Agribusiness Program, Faculty of Agriculture, University of Jember
https://orcid.org/0000-0003-3904-5460
Julian Adam Ridjal
Agribusiness Program, Faculty of Agriculture, University of Jember
https://orcid.org/0000-0003-3698-2213
Ratih Apri Utami
Agribusiness Program, Faculty of Agriculture, University of Jember
https://orcid.org/0009-0000-8678-8609
Bie Haq
Agribusiness Program, Faculty of Agriculture, University of Jember
https://orcid.org/0009-0006-0500-8265

Abstract

Eggs are one of the most commonly consumed food products in Indonesia, with a relatively high national consumption level. However, egg consumption in Jember Regency tends to fluctuate from year to year. This study aims to: 1) Identify consumer preferences in rural and urban areas toward purchasing broiler eggs; and 2) Determine the factors influencing consumers’ purchasing decisions in both areas. The methods used include descriptive, analytical, and comparative approaches, with analytical tools such as the Multi-Attribute Fishbein model, Importance Performance Analysis (IPA), and Multiple Linear Regression. The results show that rural consumers in Jember Regency prefer cleanliness and egg size attributes, while nutritional content is rated neutral and price is rated negatively. Conversely, urban consumers prioritize nutritional content and cleanliness, with price rated neutral and size rated negatively. There are significant differences in the factors influencing purchasing decisions between the two areas. In rural areas, the significant factors are income, education, family size, place of purchase, price, and seller service, while age has no effect. In urban areas, significant factors include age, education, family size, place of purchase, and price, while income and seller service show no significant influence.

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Vol. 35 No. 2 (2026): In Progress

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Author Biographies

Illia Seldon Magfiroh, Agribusiness Program, Faculty of Agriculture, University of Jember

Illia Seldon Magfiroh was born in Malang on June 13, 1981. She earned her bachelor’s degree in Economics and Development Studies from the Faculty of Economics at the University of Jember in 2004, and her master’s degree in Agribusiness Management from the Faculty of Agriculture at the University of Jember in 2009.

Ahmad Zainuddin, Agribusiness Program, Faculty of Agriculture, University of Jember

Ahmad Zainuddin was born in Jember on February 26, 1991. He earned his bachelor’s degree in Agribusiness from the University of Jember in 2013 and his master’s degree in Agricultural Economics from the Bogor Agricultural University (IPB) in 2015.

Julian Adam Ridjal, Agribusiness Program, Faculty of Agriculture, University of Jember

Julian Adam Ridjal was born in Jombang on July 10, 1982. He earned his bachelor’s degree in Agricultural Socioeconomics/Agribusiness from the University of Jember in 2005 and his master’s degree in Agribusiness from the University of Jember in 2008.

Ratih Apri Utami, Agribusiness Program, Faculty of Agriculture, University of Jember

Ratih Apri Utami was born in Magetan on April 17, 1987. The author completed her bachelor’s degree in Agribusiness Socioeconomics at the Faculty of Agriculture, Brawijaya University, in 2011, and her master’s degree in Agribusiness Science at the Faculty of Economics and Management, Bogor Agricultural University, in 2015. The author also completed the Professional Engineer program in 2024.

Bie Haq, Agribusiness Program, Faculty of Agriculture, University of Jember

Bie Haq Qillah was born in Jember on November 25, 2002. The author completed his bachelor’s degree in Agribusiness at the Faculty of Agriculture, University of Jember, in 2025.

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