Consumer preferences towards the selection of products market with the national standard of Indonesian (SNI) Available to Purchase

To maintain product quality and protect consumers, many industries have implemented product National Standards of Indonesia (SNI) and SNI management systems and include the SNI mark on the products they produce. On the other hand, every consumer has different considerations before making a purchase decision. Consumers are faced with the choice of products marked with SNI and not marked with SNI in the market the application of SNI is voluntary. Information regarding the level of consumer preference for products marked with SNI needs to be known to provide recommendations to the government in formulating policies related to strengthening the application of SNI. This study aims to analyze consumer preference factors for eight products in the food and beverage sector. The method used is Analytical Network Process (ANP) and Analysis Hierarchy Process (AHP) with the help of the Superdecisson analysis tool by raising 5 variables that are considered by consumers, namely: taste, brand, price, packaging, and quality assurance (SNI mark). The results showed that from 106 responses to the level of preference for 8 products at once. The taste variable was found to be the most important variable that consumers paid attention to when deciding to purchase the 7 food and beverage products (instant noodles, packaged tea, ground coffee, rice, shredded, fish balls, chili sauce), while the quality assurance variable (SNI mark) became the most important factor that consumers consider when deciding to buy a margarine food product.