Correspondence Analysis in Forming a Consumer Image Map of Durian Fruit in Wonosalam, Jombang Regency

Abstract

This research aims to determine the consumer image map of superior products (local Durian, namely Bido Durian) in Wonosalam, Jombang Regency. This research was conducted in Wonosalam Village, Jombang Regency. The Samples were taken using the Accidental Sampling method. The number of samples in this research was 100 respondents. The Data were analyzed using the Correspondence Analysis Method. The results showed that Bido Durian as a superior and local commodity has the same 6 attributes that are used as references, includes the taste, price, flesh thickness, aroma, texture and flesh color with Musang King Durian. Meanwhile, the other 2 attributes like the aroma, price and flesh color, are similar to Montong Durian. The results also showed that this local superior durian, namely Bido Durian, is not inferior to durian from abroad or imported. So that, farmers and the government must provide support to increase the productivity of Bido Durian.