ANALYSIS OF FACTORS THAT SHAPE CONSUMER PREFERENCES IN SUPPORTING THE QUALITY OF KUD ARGOPURO PRODUCTS AND SERVICES

Abstract

The Argopuro Village Unit Cooperative (KUD) plays a vital role as a community-based economic institution, particularly in providing products and services in the agriculture and livestock sectors. In the midst of increasingly competitive market dynamics, understanding consumer preferences becomes essential for enhancing product and service quality. This study aims to analyze the key factors influencing consumer preferences for Argopuro KUD’s products and services, including product quality, pricing, customer service, and cooperative image. Using a descriptive qualitative approach, the research employs in-depth interviews, participatory observations, and documentation as data collection techniques. The findings reveal that the quality of products and services significantly shapes consumer preferences. However, Argopuro KUD still faces several challenges, such as limited product diversification, obstacles in obtaining BPOM (Food and Drug Supervisory Agency) certification, and the effects of the Foot and Mouth Disease (FMD) outbreak that have reduced milk production volumes. Moreover, the cooperative’s image and consumer trust are identified as crucial factors in sustaining customer loyalty amidst growing competition.