Analysis of consumers’ preference on taro-flavored UHT Ultra milk using conjoint method in Malang City

Azimmatul Ihwah, Rahmadilla Alif Madia Putri, Ika Atsari Dewi, Panji Deoranto


One of the processed milk products is Ultra Taro UHT milk. The aim of this research was to analyze Ultra Taro UHT milk’s importance level of attributes and combinations of the attributes which are preferred based on consumer preferences. This study was quantitative correlational using a questionnaire with a full profile presentation method. The study was conducted for one month, with 60 respondents determined by the purposive sampling method. Data was processed using the conjoint method. In this research, 4 product attributes were used, there are flavor with 3 levels, volume with 3 levels, fat content with 2 levels, and type of packaging with 2 levels. The results showed the level of importance value, attribute flavor with a relative value of 34.44%, volume and packaging types have similar relative value of 27.79%, and fat content with a relative value of 9.97%. The combination of attributes favored by consumers was the fifth stimuli with a total use value of 3.8283 consisting of taro balanced milk flavor attributes, 200 ml volume contents, low fat, and tetra pack packaging types. The results of the conjoint have significant correlation with the opinion of respondents with a positive Kendall Tau correlation value of 0.889.


Conjoint, Milk, Preferences, Taro, UHT

Full Text:



Akoglu, H. (2018) ‘User's guide to correlation coefficients’, Turkish Journal of Emergency Medicine, 18(3), pp. 91–93

Cho, E., and Kim, S. (2015) ‘Cronbach’s coefficient alpha: well known but poorly understood’, Journal of Organizational Research Methods, 18(2), pp. 207-230

Datta, N., Elliott, A.J., Perkins, M., and Deeth, H. (2002) ‘Ultra-High-Temperature (UHT) treatment of milk: comparison of direct and indirect modes of heating’, Australian Journal of Dairy Technology, 57(3), pp. 211-227

Frøst, M., Dijksterhuis, G.B., and Martens, M. (2001) ‘Sensory perception of fat in milk’, Journal of Food Quality and Preference, 12(5), pp. 327-336

Jervis, S.M., Ennis, J.M., and Drake, M.A. (2012) ‘A comparison of adaptive choice‐based conjoint and choice‐based conjoint to determine key choice attributes of sour cream with limited sample size’, Journal of Sensory Studies, 27, pp. 451-462

Ikemoto, H., and Yamaoka, T. (2010) ‘A study on the effective usage of full-profile conjoint analysis: - an approach using minimum profile cards and incomplete rank ordered data’, Transactions of Japan Society of Kansei Engineering, 9(2), pp. 215-225

Ismail, A. (2018) How many calories should I eat a day?, retrieved from'

Kimberlin, C.L., and Winterstein, A.G. (2009) ‘Validity and reliability of measurement instruments used in research’, American Journal of Health-System Pharmacy, 65(23), pp. 2276-2284

Kontominas, M. (2010) ‘Effects of packaging on milk quality and saftery’ in Griffiths, M.W. (ed.) Improving the Safety and Quality of Milk: Improving Quality in Milk Products. New York: CRC Press, pp. 136-158

Kuzmanovic, M., Milan, M., and Bisera, A.A. (2011) ‘Using conjoint analysis to assess customer value in the product development process’, in Proceedings of 1st International Symposium Engineering Management and Competitiveness (Technical Faculty, University of Novi Sad, Zrenjanin, Republic of Serbia, pp. 353-358

McCarthy, K.S., Lopetcharat, K., and Drake, M.A. (2017) ‘Milk fat threshold determination and the effect of milk fat content on consumer preference for fluid milk’, Journal of Dairy Science, 100(3), pp. 1702-1711

Pelsmaeker, S.D., Schouteten, J.J., Lagast, S., Dewenttinck, K., and Gellynck, X. (2017) ‘Is taste the key driver for consumer preference? A concjoint analysis study’, Food Quality and Preference, 62, pp. 323-331

Prasetyawati, Y.R., and Ramli, G. (2012) ‘Film bergenre horor: transmisi nilai-nilai mistik pada remaja (Horror movies: values transmission toward teenager)’, Journal of Advanced Communication, 2(1), pp. 382-395 [In Indonesian]

Santoso, S. (2010) Statistik multivariat (Multivariate statistics). Jakarta: PT Elex Media Komputindo [In Indonesian]

Sulaimon M., Adewunmi O., Olutayo O., Adekunle A., and Oluwatoyin A. (2018) ‘Application of conjoint analysis to customers’ preference of soap. World Wide Journal of Multidisciplinary Research and Development, 4(1), pp. 226-244

Sumargo, B., and Wardoyo, D. (2008) Analisis konjoin untuk penentuan preferensi siswa terhadap atribut bimbingan belajar (Conjoint analysis to determine student’s preference toward student’s tutorial attributes)’, Jurnal Matematika Statistika, 8(1), pp 60-71 [In Indonesian].

Suyanto, A., and Darmawan, M.A. (2020) ‘Analysis consumer preference in the use of gofood services’, Advances in Social Sciences Research Journal, 7(8), pp. 441-450

Taber, K.S. (2018) ‘The use of cronbach’s alpha when developing and reporting research instruments in science education’, Research Science Education, 48, pp. 1273–1296

Ursachi, G., Horodnic, I.A., and Zait, A. (2015) ‘How reliable are measurement scales? External factors with indirect influence on reliability estimators’, Procedia Economics and Finance, 20, pp. 679-686

Utami, A.P. (2011) ‘Analisis pilihan konsumen dalam mengkonsumsi beras organik di Kabupaten Sragen (Analysis of consumer’s preference on how to consume organic rice in Kabupaten Sragen)’, Jurnal Ilmu-Ilmu Pertanian, 7 (1), pp. 41-58 [In Indonesian].



  • There are currently no refbacks.

Copyright (c) 2020 Azimmatul Ihwah*, Rahmadilla Alif Madia Putri, Ika Atsari Dewi, Panji Deoranto

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.