CONSUMER ACCEPTANCE OF HIGH ZINK NUTRITIONAL RICE

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CITATION: Akilie, M. S., Ashari, U., Xyzquolyna, D., (2023), CONSUMER ACCEPTANCE OF HIGH ZINK NUTRITIONAL RICE, Agricultural Socio-Economics Journal, 23(1), 33-43 DOI:

CONSUMER ACCEPTANCE OF HIGH ZINK NUTRITIONAL RICE

Muh. Sudirman Akilie

¹

, Ulfira Ashari

^2*

, Deyvie Xyzquolyna

¹

1Agricultural Product Technology Department, University of Gorontalo Ichsan, Gorontalo City, Indonesia

2 Agribusiness Department, University of Gorontalo Ichsan, Gorontalo City, Indonesia

*corresponding author: [email protected]

Abstract Nutrizinc rice is a biofortified variety designed with the advantage of high specific nutritional value, especially at higher levels of zinc nutrition compared to Ciherang rice. The mineral zinc is useful for preventing stunting in humans, and to help protect the human immune system from the attack of the COVID-19 virus. However, this variety has just been promoted by The Assessment Institute for Agricultural Technology (AIAT, in Indonesian: Balai Pengkajian Teknologi Pertanian, BPTP) Gorontalo Province so people are still not familiar with this rice. Therefore, it is important to conduct research related to the analysis of the level of consumer acceptance aimed at knowing consumer preferences and attitudes towards the attributes of high-zinc nutritious rice. The study had 60 respondents who were chosen by chance (accidental). This study used Chi Square analysis (X²) to see the differences in consumer preferences for the attributes of high zinc nutritional rice with various cooking methods and the ratio between rice and water. Meanwhile, Fishbein Multi-attribute analysis was used to determine consumer attitudes towards the attributes of high-zinc nutritional rice. The results showed that the different methods of cooking and adding water to the rice did not significantly change the flavor, color, and aroma of the rice, on the contrary, it only changed the texture of the rice. The high-zinc nutritional rice that consumers like was rice that had a slightly sweet flavor, fluffier texture, bright white color, and has no odor. In addition, the color and texture attributes of rice with high zinc nutrition were the most dominant considerations compared to other attributes in deciding to buy or consume rice with high zinc nutrition.

Keywords: attitude, consumer acceptance, nutrizinc, preference, rice

http://dx.doi.org/10.21776/ub.agrise.2023.023.1.5 Received 19 July 2022 Accepted 20 September 2022 Available online 31 January 2023

INTRODUCTION

Rice is a staple food as a source of energy, protein, vitamins and minerals. There are various types of rice varieties in Indonesia, namely Inpari 32, Inpari 30, Banyuasin, Mekongga, and the most recent is Inpari IR Nutrizinc. Inpari IR NutriZinc rice designed by BB Padi in collaboration with, IRRI (International Rice Research Institute) and Harvest Plus which was released to the public in 2019 through the Decree of the Minister of Agriculture No. 168/HK.540/C/01/2019. This variety is a biofortified variety, which is a variety

designed with high specific nutritional value advantages. This variety has the advantage of a high Zn content (34.51 ppm), so it is good for all ages.

The mineral zinc (Zn) or commonly called zinc is known to have important benefits for the body.

Zinc deficiency can decrease appetite, food intake, reduce activity and can lead to slow growth (Rachmaningrum & Kusumastuti, 2016). Research conducted by Kumar et.al, (2020) explains about the potential role of Zn supplementation in the prophylaxis and treatment of Coronavirus Disease

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2019 (COVID-19). It is stated that Covid-19 caused by acute respiratory syndrome as a representation of the presence of coronavirus 2 (SARS-CoV-2).

Currently, people are doing various strategies to maintain health. It is known that Zn has direct and indirect antivirus capabilities. Zn supplementation has the potential to increase immunity to antivirus, restore immune cell function, especially in elderly patients with impaired immune systems.

Massive and sustainable planting of Inpari IR NutriZink in all regions throughout Indonesia is expected to play a role in reducing the prevalence of Zn malnutrition in Indonesia (Sunandar et.al, 2021). In Gorontalo Province, rice cultivation of this variety has been started since 2019 until now by the Gorontalo AIAT as a partner in this research.

The NutriZink rice is expected to be widely accepted and consumed by Gorontalo people. The level of acceptance is adjusted to what consumers need and want. This level of acceptance is measured through consumer preferences and attitudes towards the attributes of nutrizinc rice.

Consumer preference is the ability of consumers to choose and rank an item based on their level of preference. Preference can change and differ for each consumer because consumers are influenced by several factors such as flavor, experience, and promotional power (Semaoen & Kiptiyah, 2011).

In compiling consumer preferences, the first step is to make sure consumers pay attention to each product attribute. The attributes of Nutrizink rice are flavor, color, texture and aroma. Second, the importance of attributes is adjusted to the needs and preferences of consumers. Third, there is an impression of certain product brands. Fourth, product attributes also affect consumer satisfaction.

Fifth, the evaluation stage affects different attitudes towards certain products (Priyambodo et.al, 2019).

Therefore, it is important to conduct research related to the analysis of the level of consumer acceptance aimed at knowing consumer preferences and attitudes towards the attributes of high-zinc nutritious rice.

RESEARCH METHODS Research Time and Place

The research was conducted at the Agricultural Laboratory of University of Ichsan Gorontalo, St.

Drs Nadjamuddin No. 17 Gorontalo Province. The research was conducted for 3 months from April to June 2022.

Sampling and Data Techniques

The sampling technique used non-probability sampling. The study had 60 respondents who were selected by chance (accidental sampling).

Accidental sampling is the selection of respondents based on who they met during the research.

Research data used primary data that were collected through questionnaires distributed to respondents. The questionnaire contains questions related to the identity of the respondent, consumer behavior as well as consumer preferences and attitudes in accordance with the organoleptic test filled by the respondent on zinc nutritional rice.

Research Data Analysis

The level of consumer acceptance is based on consumer preferences and attitudes. To find out consumer preferences for rice with high zinc nutrition, the researcher used Chi Square (X²) analysis, with the following formula:

𝑋²= ∑ [^{(𝑓0−𝑓𝑒)}²

𝑓𝑒 ]

𝑘

𝑖−1 ……… (1)

(Wibowo, 2017) Information:

𝑋² = Chi Square (X²)

𝑓0 = frequency of observations in research

𝑓𝑒 = expected frequency in research

i…k = attribute category on zinc nutritious rice Criteria:

▪ H0 is rejected if X²count > X²table, there is difference in consumer preference for zinc nutritious rice

▪ H0 is accepted if X²count ≤ X²tablethere is no difference in consumer preference for zinc nutritious rice

Fishbein Multiattribute Analysis was used to determine consumer attitudes towards the attributes of high-zinc nutritious rice. Previously, the assessment of consumer attitudes was based on the level of trust and evaluation of product attributes by using Likert scale. The ranking of consumer attitudes is calculated by the following formula:

𝐴0= ∑𝑛 𝑏𝑖. 𝑒𝑖

𝑖=1 ………. (2)

(Simanura, 2004; Astutik et.al, 2019)

Information:

𝐴₀ = consumer attitudes towards high nutritional zinc rice

𝑏_𝑖 = level of consumer trust in high nutritional zinc rice (atribute i)

𝑒𝑖 = consumer evaluation of highly nutritious zinc rice (atribute i)

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𝑛 = the number of attributes of high nutritional zinc rice

RESULTS AND DISCUSSION Characteristics of Respondents

Characteristics of respondents in consumer preference research on the attributes of Nutrizink rice are divided into 6 categories including gender, age, number of family members, education level, type of work and income.

Gender

Each consumer has different preferences, one of which is influenced by gender. The gender of the respondents involved in the study were divided into 2, namely male and female, which are presented in the following table.

Table 1. Characteristics of Nutrizink Rice Respondents by Gender

No Gender

Number of Respondent

(persons)

Percentage (%)

1 Female 28 46,67

2 Male 32 53,33

Total 60 100

Source: Primary Data After Processing, 2022

Based on Table 1, respondents were dominated by men with a total of 32 people (53.33%) while women were 28 people (46.67%). Men play a role as the head of the family who control spending for household consumption. Meanwhile, women make decisions regarding the foodstuffs consumed by family members.

Age

Age is one of the personal factors that influence consumer behavior. Okkysantria &

Hendrawan (2013) state that age plays an important role in making decisions to purchase or to consume products. This is because each age level usually has different flavors that are used in choosing products based on considerations of flavor, quality, price, and nutrition.

Based on Table 2, the dominant respondents are in the age range of 18-22 years old or about 28.33% and the least are at the age of 48 years old or around 5%. The age group of respondents is still in the productive age group. According to Central Bureau of Statistics (In Indonesian: Badan Pusat Statistik) (2018) in Ar-Rozi et.al (2020), the non- productive age population is under 15 years old and above 65 years old while the productive age is (between 15 years old until 64 years old). In addition, the respondent's age is still relatively

young, it is considered capable of being rational in making decisions regarding the assessment on the research of the Nutrizink rice attributes.

Table 2. Characteristics of Nutrizink Rice Respondents by Age

No

Age Group (years)

Number of Respondent

(persons)

1 18-22 17 28,33

2 23-27 9 15,00

3 28-32 9 15,00

4 33-37 11 18,33

5 38-42 5 8,33

6 43-47 6 10,00

7 ≥ 48 3 5,00

Total 60 100

Source: Primary Data After Processing, 2022 Number of Family Members

The number of family members describes the size of the household which depends on the number of people involved in household activities.

Nababan (2013) states that the number of family members also determines the amount of family needs that must be met. In other words, the more family members, the greater the expenditure to meet family needs, and vice versa. The distribution of respondents according to the number of family members is presented in table 3 below:

Table 3. Characteristics of Nutrizink Rice Respondents by Number of Family Members

No

Number of Family Members

(persons)

Number of Respondents

(persons)

1 1 4 6,67

2 2 8 13,33

3 3 13 21,67

4 4 13 21,67

5 5 11 18,33

6 6 7 11,67

7 7 4 6,67

Total 60 100

Based on Table 3, the majority of respondents are in the range of 3-4 family members, each with 13 respondents (21.67%). The number of family members is a consideration in the daily consumption of white rice. The more family members, the more rice that must be purchased to meet the white rice consumption for family members. On the other hand, the fewer family members, the smaller the expenditure to buy rice for daily needs. Fielnanda & Sahara (2018) also

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adds that the more members of a family, then there is a possibility that the more varied the consumption patterns in the family because they have different flavors.

Level of education

The level of education describes the size of the knowledge by each individual is obtained both formally and informally. The level of education is formally symbolized by the length of time a person studies in schools and colleges. Meanwhile, informal education is obtained through counseling, training, and seminars.

The respondents’ knowledge through the level of educational in formal school provides convenience in making decisions regarding preferences in consumption. In addition, according to Selian & Jannah (2018), state that the higher a person's education, the greater the needs that must be met. In this study, the education level of the respondents was divided into 6 levels of education including Elementary School (SD), Junior High School (SMP), Senior High School (SMA), Associate Degree (DIPLOMA), Bachelor Degree or Strata One (S1), and Master Degree or Strata Two (S2).

Table 4. Characteristics of Nutrizink Rice Respondents by Education Level

No

Level of Education

(persons)

1 SD 3 5,00

2 SMP 2 3,33

3 SMA 31 51,67

4 DIPLOMA 2 3,33

5 S1 5 8,33

6 S2 17 28,33

Total 60 100

Based on Table 4, the highest number of respondents was at the high school education level, namely 31 people (51.67%), and the least number of respondents was at the junior high school and Associate Degree (DIPLOMA) education levels, which were 2 people (3.33%) each. Most of the respondents are at a high level of education that make it easier to make decisions because they have the knowledge and ability to collect information related to the consumption of nutrizink rice.

In accordance with the research conducted by Rasmikayati et.al (2021) explains that highly educated consumers tend to think more critically.

The level of education distinguishes consumers in

choosing products based on the benefits to be obtained. Therefore, consumers with higher education have good preferences regarding the products they consume.

Type of Occupation

The type of occupation is one of the factors that influence the thoughts and actions of consumers. The occupation also affects consumers' assessment of the attributes of the products consumed (Amridha et.al, 2020; Rasmikayati et.al, 2021). In this resehrch, the types of respondents' occupation include Civil Servants (PNS), private employees, entrepreneurs, students, village officials, and housewives.

Table 5. Characteristics of Nutrizink Rice Respondents by Type of Occupation

No

Type of Occupation

(persons)

Percentage (%) (%)

1 Civil servant 2 3,33

2 Private employees 20 33,33

3 Self-employed 2 3,33

4 Student 28 46,67

5 Village officials 5 8,33

6 Housewife 3 5,00

Total 60 100

Based on Table 5, respondents were dominated by students, with the total 28 students (46.67%), followed by private employees as many as 20 people (33.33%). While the respondents with the least number that work as civil servants and entrepreneurs, each as many as 2 people (3.33%).

Respondents with the status of students and housewives were classified as not having an occupation so the consumption expenditure still depends on the head of the household. According to research by Yusriana et.al (2017), it is stated that consumers who do not have jobs such as housewives have the flexibility to choose the products to be consumed compared to consumers who have jobs, thus cause differences in preferences.

Consumer Income

Consumer income shows the economic level in the family and consumer purchasing power.

Income affects consumer consumption patterns. If the income level increases, there is an opportunity to increase food and non-food consumption expenditure (Fielnanda & Sahara, 2018).

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Table 6. Characteristics of Nutrizink Rice Respondents by Average Monthly Income

No Average Income

(persons)

Percentage (%) 1

Less than Rp

1.000.000,- 27 45,00

2

Rp 1.000.000,- -

Rp 2.500.000,- 18 30,00

3

Rp 2.500.00,- -

Rp 5.000.000,- 12 20,00

4

More than Rp

5.000.000,- 3 5,00

Total 60 100

Based on Table 6, 27 respondents (45%) had average monthly income of less than IDR 1,000,000. This income is still relatively low.

Meanwhile, the highest average monthly income was only owned by 3 respondents (5%).

Respondent's income influences the decision to buy rice to be consumed. In accordance with Yunita's et.al (2019) states that on average, low-income consumers consume more rice than high-income consumers.

Consumer Behavior

Consumer behavior is the actions taken by consumers related to the products consumed.

Consumer behavior is part of a dynamic interaction related to feelings, cognition, behavior and the environment that affects purchasing units, exchange processes, consumption in various aspects of life (Fahmi, 2016). Consumer decisions in choosing a product (white rice) are influenced by the following factors:

Reasons for Consumption of White Rice

Consumer behavior is driven by the level of need that is the reason for consuming the product.

The most important level is physical needs which are the most basic needs that must be met by consumers (Fahmi, 2016). Consumption of white rice is the most basic food needs that must be met by consumers. There is even a general statement stating that Indonesian people have not eaten if they have not eaten rice. Therefore, given the importance of white rice, there are several reasons that are considered for consumers to consume white rice. Some of these reasons are affordable price, easy access, lifestyle habit, and health benefits.

Table 7. Respondents' Reasons for Consuming White Rice

No Reasons for Consumption

(persons)

1 Affordable price 3 5,00

2 Easy access 10 16,67

3 Lifestyle habit 33 55,00

4 Health benefits 14 23,33

Total 60 100

Based on Table 7, it can be seen that the most dominant reason answered by 33 respondents (55%) was consuming white rice because of lifestyle habit and only 14 respondents (23.33%) considered health benefits. This proves that it is difficult for people to not consume white rice as the staple food. In accordance with the research of Nurdin & Kartini (2017) explain that the consumption of white rice has become part of the socio-cultural community. Some people believe that eating rice is not only satisfying and filling, but also because of a matter of flavor, which considers the flavor of rice to be able to be combined with various types of side dishes.

Frequency of Consumption of White Rice The frequency of consumption symbolizes the ability of consumers to meet the needs of white rice seen from the intensity of their meals in a day. The greater the frequency of consumption, the higher the income spent on consumption. In this study, the frequency of consumption was divided into once a day, twice a day, three times a day, and more than 3 times a day which is described in the following table.

Table 8. Frequency of Consumption of White Rice

No

Frequency of Consumption (times/day)

(persons)

1 > 3 7 11,67

2 3 36 60,00

3 2 16 26,67

4 1 1 1,67

Total 60 100

Based on Table 8, the majority of respondents consumed white rice 3 times a day (60%) and at least consumed white rice only once a day (1.67%).

Consumption of white rice 3 times a day is still considered normal, the time is in the morning, afternoon, and evening. In accordance with Surjadi's research (2013), eating rice 3 times a day has become a habit for Indonesian people. In

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addition, Kant et.al (2013) said that white rice is a daily staple food high in carbohydrates which is a consumer preference to be combined with various side dishes compared to other types of food.

Amount of Daily Rice Needs

Researchers analyzed the amount of daily rice needs to determine the amount of rice that could be provided in the household to meet the daily consumption of white rice for family members.

Therefore, daily rice needs are highly dependent on the size of the consumer's household. The larger the household size, the more rice needs to be provided.

On the other hand, the smaller the household size, the less rice needs to be met. In this study, the demand for rice was divided into 3 categories, namely less than or equal to 0.5 liters, 1 liters and more than 1 liters as shown in the following table.

Table 9. Total Rice Needs No

Total Rice Needs (liters/day)

Number of Respondent s (persons)

1 ≤ 0,5 23 38,33

2 1 23 38,33

3 >1 14 23,33

Total 60 100

Based on Table 9, it was shown that the respondents' daily rice needs were in the range of 0.5 to 1 liter, each of which was 23 people (38.33%). The remaining 14 respondents (23.33%) needed more than 1 liter of rice. The amount of rice needed depended on the number of servings of the respondent's daily consumption of white rice. The more white rice consumed, the higher the amount of rice needed. Research by Nurmalina & Astuti (2011) adds that the need for rice is dominantly motivated by hedonic benefits, namely considering rice consumption as a habit to meet carbohydrate needs.

The Purpose of Purchasing Rice

Rice is a staple food for people in Indonesia.

However, rice is not only intended for consumption but also as a food ingredient. The purpose of purchasing rice is shown in the following table.

Table 10. The Purpose of Purchasing Rice

No

The Purpose of Purchasing

Rice

(persons)

Percentage (%) 1

Self

consumption 29 48,33

2 Food

Ingredient 31 51,67

Total 60 100

Based on Table 10, the dominant purpose of purchasing rice is for food ingredients, namely there are 31 respondents who choose with the percentage of 51.67%. The remaining 29 respondents with the percentage of 48.33% bought rice for self consumption. The use of rice is growing, not only processed as daily consumption, but also as food ingredients. Foods that use rice as the main ingredient include milu rice (rice mixed with corn), yellow rice, and other traditional cakes.

Consumer Preference for the Attributes of Nutrizink Rice

Consumer preference is a condition in which consumers make a choice based on the level of preference for a particular product. Preference is used to measure the utility (level of usability) of goods or services based on an assessment of each product attribute. This assessment is carried out to obtain an overview of consumer behavior and attitudes towards the products consumed (Kotler, 2000).

Consumer preferences for nutrizink rice are based on the number of respondents choosing rice attributes that are distinguished by flavor, texture, color and aroma. The nutrizink rice sample was divided into 6 samples based on the cooking method and the ratio between rice and water between them:

a. Sample code 1 (A1B1); cooked in a steamer with a ratio of 100 grams of rice: 200 ml of water

b. Sample code 2 (A1B2); cooked in a steamer with a ratio of 100 grams of rice: 400 ml of water

c. Sample code 3 (A1B3); cooked in a steamer with a ratio of 100 grams of rice: 500 ml of water

d. Sample code 4 (A2B1); cooked in a rice cooker with a ratio 100 grams of rice: 200 ml of water

e. Sample code 5 (A2B2); cooked in a rice cooker with a ratio 100 grams of rice: 400 ml of water

f. Sample code 6 (A2B3); cooked in a rice cooker with a ratio 100 grams of rice: 500 ml of water

Flavor

The flavor of white rice usually varies because it is influenced by amylose content, gelatinization temperature, and the consistency of white rice gel (Mardiah et.al, 2016). Nutrizink rice is divided into 3 flavors, namely slightly sweet, sweet, and bland.

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The following chart describes the difference of the nutrizink rice flavor according to the treatment (sample code) applied.

Figure 1. Consumer Preference Based on Nutrizink Rice Flavor

Based on Figure 1, through the organoleptic test, respondents were still unclear about the flavor of nutrizink rice in sample code 1. The percentage of respondents' assessment in sample code 1 was 29 respondents (48.33%) chose a slightly sweet and bland flavor. On the other hand, the percentage in sample code 2 (51.67%), sample code 3 (45%), sample code 4 (53.33%), and sample code 6 (48.33%), was dominated with slightly sweet flavor. While the percentage of sample code 5 was (40%) that respondents rated nutrizink rice as having bland flavor. This showed that the cooking method and the addition of water to rice with different ratios did not significantly affect the flavor of rice.

Texture

Texture is a physical property of a product based on the level of roughness, smoothness, hard, soft, sandy that can be detected through the eyes, mouth and skin (Mukti et.al, 2018). The textures of nutrizink rice are fluffy, hard and some are soft (watery).

Figure 2. Consumer Preference Based on Nutrizink Rice Texture

Based on Figure 2, it was clear that there were differences in the texture of nutrzink rice in each

sample code. The texture of fluffy rice was found in sample code 1 (68.33%), sample code 4 (68.33%) and sample code 5 (48.33%), where sample code 1 was cooked used a steamer, while samples 4 and 5 used a rice cooker. In addition, there were different water ratios in each sample code. The fluffy texture of nutrizink rice cooked in a steamer was obtained when the ratio of rice and water was 1:2 (100 grams of rice: 200 ml of water).

The same thing happened to nutrizink rice cooked in the rice cooker, not only with a ratio of 1:2 rice and water (100 grams of rice: 200 ml of water) but at ratio 1:4 (100 grams of rice: 400 ml of water).

On the other hand, sample code 2 (55%), sample code 3 (63.33%) and sample code 6 (61.67%) had soft (watery) texture. This was influenced by the addition of excessive water in the process of cooking nutrizink rice. The soft (watery) texture of nutrizink rice cooked in the steamer was obtained when the ratio of rice and water was 1:4 (100 grams of rice: 400 ml of water), and also at ratio 1:5 (100 grams of rice: 500 ml of water).

While the soft (watery) texture of nutrizink rice cooked in the rice cooker was only obtained when the ratio of rice and water was 1:5 (100 grams of rice: 500 ml of water).

Color

Color is a physical property of a product that is detected using the senses of sight or eye. Changes in the color of a product indicate a change in flavor depending on the mixture of ingredients used (Mukti et.al, 2018). Nutrizink rice was divided into 3 colors included bright white, transparent, and yellow.

Figure 3. Consumer Preference Based on Nutrizink Rice Color

Based on Figure 3, it could be identified that all the sample codes for nutrizink rice had the same color, namely bright white with a contribution of 91.39% compared to other colors. This showed that the different methods and the addition of water during the cooking process did not affect the color

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of the nutrizink rice at all. In accordance with research conducted by Mukti et.al (2018) states that there was no significant difference in rice color if during the treatment no other ingredients were added other than the basic ingredients of rice.

Aroma

Aroma is a physical property of a product that can be detected by the sense of smell. Aroma is caused by a reaction due to chemical stimuli that are smelled by the nasal cavity. Aroma is an attraction to certain foods that describes the level of delicacy of these foods (Trihaditia, 2018). Aroma of nutrizink rice was divided into 3 types included aromatic, odorless, and smelly.

Figure 4. Consumer Preference Based on the Aroma of Nutrizink Rice

Based on Figure 4, it can be identified that the aroma of nutrizink rice for all sample codes was considered odorless by the respondents with the total percentage of 51.39% compared to other aroma. This showed that the difference in the method and the addition of water in the cooking process had no effect on the aroma of nutrizink rice.

Consumer preference of the four nutrizink attributes that had been described previously, were then tested using Chi Square analysis with the following results:

Table 12. The Result of Chi Square Analysis of Consumer Preference for Nutrizink Rice Nutrizink

Rice Attributes

X² count df

X²

table Information Flavor 8,94 10 18,31 Not significant Texture 70,58 10 18,31 Significant Color 7,25 10 18,31 Not significant Aroma 10,53 10 18,31 Not significant Source: Primary Data After Processing, 2022

Based on Table 12, it can be identified that the flavor, color, and aroma attributes of nutrizink rice had a smaller X²count value than the X²table so H0

is accepted meaning that there is no significant difference in consumer preference from the three

attributes of nutrizink rice. On the other hand, the texture attribute had a X²count value greater than X²table so H0 is rejected, meaning that there are significant differences in consumer preference from the texture of nutrizink rice.

In this case, specifically based on organoleptic tests, it can be summarized that the nutrizink rice preferred by consumers was rice that had a slightly sweet taste, fluffy texture, bright white color, and has no odor.

Consumer Attitudes towards the Attributes of Nutrizink Rice

Consumer attitude is a form of action that shows interest in consuming a product. Consumer attitudes describe consumer trust about product attributes assessed based on the benefits/usability of the product. The higher the level of consumer awareness related to the importance of product attributes, the more consumers' interest in making product purchases (Idaman et.al, 2012).

Respondents' attitudes towards the attributes of nutrizink rice were assessed through the stages of evaluating the level of importance and consumer trust in nutrizink rice attributes. The details are presented in the following table.

Table 13. The Level of Importance Evaluation (ei) Attributes of Nasi Nutrizink

Attribute Level of Importance Total Avg V IV III II I

Flavor 21 17 20 2 0 60

3,950

105 68 60 4 0 237

Texture 35 16 6 2 1 60

4,367

175 64 18 4 1 262

Color 33 21 5 1 0 60

4,433

165 84 15 2 0 266

Aroma 33 16 9 1 1 60

4,317

165 64 27 2 1 259

Information: V = Extremly Important, IV = Important, III = Neutral, II = Not Important, I = Extremly Not Important

Based on Table 13, the color attribute had the highest level of importance to other attributes. The average score of level of importance obtained from the color attribute was 4,433 points, while the taste attribute was considered extremely not important with an average score of 3,950 points. This showed that in making decisions regarding the consumption of nutrizink rice, the color attribute was extremely important.

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Table 14. Level of Consumer Trust (bi) on Nutrizink Rice Attributes

Attribute

Level of Trust Total Avg V IV III II I

Flavor 12 21 20 6 1 60

3,62

60 84 60 12 1 217

Texture 18 27 12 3 0 60

4,00

90 108 36 6 0 240

Color 19 32 9 0 0 60 4,17

95 128 27 0 0 250

Aroma 18 28 10 3 1 60

3,98

90 112 30 6 1 239

Information: V = Strongly Agree, IV = Agree, III = Neutral, II = Disagree, I = Strongly Disagree Source: Primary Data After Processing, 2022

Based on Table 14, the average score of level of trust on the color attribute was 4.17 points, while the taste was only 3.62 points. The respondents strongly agreed that bright white color attribute is a good choice in consuming nutrizink rice. On the other hand, the respondents strongly disagreed that slightly sweet flavor attribute is a good choice in cosuming nutrizink rice.

Table 15. Consumer Attitudes towards Nutrizink Rice Attributes

Nutrizink Rice Attributes

Importance (ei)

Trust (bi)

Attitude (Ao) Rank

Flavor 3,95 3,62 14,29 IV

Texture 4,37 4,00 17,47 II

Color 4,43 4,17 18,47 I

Aroma 4,32 3,98 17,19 III

Table 15 concluded consumer attitudes towards the nutrizink rice attributes based on the evaluation of the level of importance and trust in order to obtain an attitude index value which was then sorted by the rank of each attribute. The results of Fishbein's Multi-attribute analysis showed that color was ranked first, followed by texture, aroma, and flavor. The color and texture attributes of nutrizink rice were the most dominant considerations compared to other attributes in deciding to buy or to consume rice with high zinc nutrition.

Consumers observed to the color of rice using the sense of sight before consuming it. Color also indicated the quality of the rice to be consumed.

Consumer tended to trust that white rice had good quality, while if the color changed to yellow then consumers considered it as a bad choice to consume because it undergoes a process of decay (stale). In contrast, the texture of nutrizink rice was

felt by eating (chewing) the rice in the mouth. The fluffy texture of the rice indicated the right cooking method and sufficient water content so it was very delicious for consumers to enjoy.

CONCLUSION

Based on the results of the study, it can be concluded that

1. The results of the chi square analysis showed that the difference in cooking methods and water and rice ratio did not significantly change the flavor, color, and aroma of the rice, on the contrary, it only changed the texture of the rice. Based on this organoleptic test, it is known that rice with high zinc nutrition that was preferred by consumers was rice that had a slightly sweet taste, fluffy texture, bright white color, and has no odor 2. The results of the Multiattribute Fishbein

analysis showed that the color and texture attributes of rice with high zinc nutrition were the most dominant considerations compared to other attributes in deciding to buy or to consume rice with high zinc nutrition.

ACKNOWLEDGEMENTS

Thank you to Ministry of Education, Culture, Reasearch, and Technology (in Indonesian:

Kementrian Pendidikan, Kebudayaan, Riset dan Teknologi or Kemendikbudristek); Educational Fund Management Institution (in Indonesian:

Lembaga Pengelola Dana Pendidikan or LPDP) of the Indonesian Ministry of Finance for financial assistance in research activities. The Gorontalo Assessment Institute for Agricultural Technology (AIAT, in Indonesian: Balai Pengkajian Teknologi Pertanian, BPTP) as a research partner, and Ichsan University of Gorontalo.

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