I Made Tamba Universitas Mahasaraswati Denpasar, Indonesia
Email: itamba17@unmas.ac.id
I Wayan Widnyana Universitas Mahasaraswati Denpasar, Indonesia
Email: wywid@unmas.ac.id

Abstract:

Modern consumers mature because they have access to product information before purchase. In Indonesia, the chili market is becoming increasingly competitive since buyers are worried about the product's quality. This study aims to determine the factors that become customer preferences in chili purchase decisions and the attributes that consumers in Bali Province consider most while purchasing chili. The procedure for determining the sample consists of a convenience sample of 30 respondents. The data indicate that the Cayenne Pepper with the highest level of spiciness, bright red color, and smooth, shiny skin surface was the most popular. Spiciness (15.34), color (13.32), and skin surface are the three characteristics that people value most when purchasing chili peppers (12.69). This research contributes substantially to the connection between customer preference and chili purchasing.

Keywords:Consumer preferences, purchasing decision, cayenne pepper.