FISH CONSUMER PREFERENCE IN BALIKPAPAN CITY : A COMPARISON BETWEEN

TILAPIA ( Oreochromis sp.) AND KOHERU ( Decapterus sp.)

PREFERENSI KONSUMEN IKAN DI KOTA BALIKPAPAN : PERBANDINGAN ANTARA IKAN

NILA (Oreochromis sp.) DAN IKAN LAYANG (Decapterus sp.)

Farah Nadhira Azhari 1) , Any Suryantini 2) , and Jangkung Handoyo Mulyo 3)

1,2,3)
Department of Agricultural Socioeconomic, Faculty of Agriculture, Gadjah Mada University Flora Road,
Special Region of Yogyakarta 555281, Indonesia

Received: Month Date, Year /Accepted: Month Date, Year, using arial 10 and single space

ABSTRACT
Consumers face various alternative fishery products and tend to consume products that suit their
preferences. This research aims to determine consumer preferences for fish and determine the
combination of product attributes that consumers like by comparing the types of freshwater fish,
namely Tilapia (Oreochromis sp.) and seawater fish, namely Koheru (Decapterus sp.) in
Balikpapan City. The research sample consisted of 100 respondents and was analyzed using
conjoint analysis. The research results show that the freshness attribute is the most important
attribute for consumers when buying fish. The most preferred combination of Nile Tilapia attributes
are fresh eyes, sold in modern markets at IDR 40,001 – 50,000 and have been cleaned.
Meanwhile, Koheru’s combination attributes are fresh eyes, sold in traditional markets at IDR
30,000 – 40,000 and have not been cleaned.

ABSTRAK
Konsumen menghadapi berbagai pilihan produk perikanan dan cenderung mengkonsumsi produk
perikanan yang sesuai dengan kesukaan konsumen. Tujuan penelitian ini adalah untuk
mengetahui preferensi konsumen ikan dan mengetahui kombinasi atribut produk yang disukai
konsumen dengan membandingkan jenis ikan air tawar yaitu ikan nila dan ikan air laut yaitu ikan
layang khususnya di Kota Balikpapan. Sampel penelitian sebanyak 100 responden dan dianalisis
menggunakan analisis konjoin. Hasil penelitian menunjukkan bahwa atribut kesegaran adalah
atribut yang paling penting bagi konsumen ketika membeli ikan. Kombinasi produk yang paling
disukai konsumen ketika membeli ikan nila adalah ikan nila yang memiliki mata segar, dijual di
pasar modern dengan harga Rp 40.001 – 50.000 dan sudah dibersihkan. Ketika membeli ikan
layang konsumen paling menyukai ikan layang yang memiliki mata segar, dijual di pasar tradisional
dengan harga Rp 30.000 – 40.000 dan belum dibersihkan.

Keywords: Consumer preference, Fish, Conjoint Analysis

INTRODUCTION
Protein needs can be obtained from animal and vegetable protein. Fish is an animal protein
that is easily accessible and contains high levels of nutrients, such as fat, carbohydrates, vitamins,
and mineral salts (Damongilala, 2021). Protein is the most significant component of fish after water,
so fish is an option to fulfill human protein needs. Consumers can also access fishery products in
fresh or processed form. The types of fish that can be consumed are very diverse, for example,
freshwater fish (tilapia, goldfish, catfish, gourami) and seawater fish (tuna, skipjack tuna, mackerel,
koheru fish).
Society as consumers will show a behavior when consuming something, which is called
consumer behavior. Consumer behavior studies how consumers buy, use, and consume goods
and services to satisfy their needs and desires (Solomon et al., 2006). Consumer behavior will
1
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determine what consumers consume. Consumers first go through several stages before deciding
to purchase: problem recognition, information search, alternative evaluation, purchasing decisions,
and post-purchase behavior (Kotler, 2000). At the alternative evaluation stage, consumers form a
preference from various product options and then buy the most preferred product.
Preference is a consumer's preference for an object compared to other objects so that this
choice will provide satisfaction for the consumer (Assael, 1984). The attribute approach assumes
that consumers focus on the physical goods and the characteristics (attributes) attached to the
product ( Lancaster, 1966). The diversity of fishery products means that consumers face various
choices and will form their preferences. Several studies show consumer preferences for fish;
consumers in Turkey consider where to buy fish (Guney & Sangun, 2019), price, and product form
when buying fish (Abdikoglu & Unakitan, 2019); fish consumers in Bangladesh prefer domestic fish
to imported fish, and favoring fresh fish over frozen fish (Alam & Alfnes, 2020), finfish consumers
prefer wild-caught fish over farmed fish (Cantillo et al., 2020).
This research aims to determine fish consumer preferences and the combination of product
attributes that consumers like by comparing the types of freshwater fish, namely tilapia and
seawater fish, namely koheru, especially in Balikpapan City as one of the supporting cities for Ibu
Kota Negara (IKN) Nusantara. The choice of tilapia and koheru was based on the high demand in
these two types of fish because they are relatively cheap and easy to obtain. It is hoped that this
research will be helpful for fish marketers so they can develop marketing strategies based on
consumer preferences.

RESEARCH METHODS
The primary method used in this research is descriptive analysis with a qualitative approach.
The sample was determined based on the minimum sample size for conjoint analysis of 100
people spread across each sub-district in Balikpapan City, namely the City, South, East, North,
West, and Central Districts. The sample is consumers over 18 years of age. The research was
conducted in September-October 2023. Data was collected using a questionnaire about
demographic conditions and consumer preferences for each fish attribute.
Fish consumer preferences in Balikpapan City were analyzed using conjoint analysis to
determine the attributes and combinations of attributes most consumers prefer. The first stage in
conjoint analysis is determining attributes and attribute levels. The attributes and attribute levels
used in this research are freshness, purchase location, price, and product condition (Table 1). The
next stage is to compile stimuli from predetermined attributes and levels. Preparing stimuli can use
several approaches, namely the full profile and pairwise approaches. The full profile approach is
where stimuli consist of all attributes with a combination of their levels. When researchers combine
the levels of all attributes, the number of stimuli will be huge, and respondents cannot assess all of
these stimuli. Therefore, this approach allows for reduction using fractional factorial design to
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reduce the number of stimuli. The full profile approach is used when the maximum number is six
attributes. Meanwhile, pairwise comparison is an approach where respondents are presented with
a pair of stimuli (two stimuli), and respondents are asked to rate the stimuli they like most. The
advantage of this approach is that respondents will focus on two product concepts to make the
assessment more meaningful. However, the drawback is that the number of pairs of stimuli will be
too large for a study (Rao, 2014).
Table 1. Attribute Levels of Tilapia and Koheru

Attribute Levels
1. Clear eyes
Freshness of fish 2. Cloudy cornea
3. Sunken eyes
1. Traditional market
Purchase location 2. Modern market
3. Peddler man
1. IDR 30,000- IDR 40,000
Price (per kg) 2. IDR 40,001 – IDR 50,000
3. >Rp 50,000
1. Uncleaned
Product condition
2. Cleaned

Source: Primary Data, (2022)

The combination of stimuli in this study was obtained from a full profile approach with four
attributes. Each attribute consists of three levels, three levels, two levels, and three levels. So we
get 54 combinations (3 x 3 x 3 x 2). Too many combinations will make it difficult for respondents to
assess the stimuli, so the number of combinations was reduced using a fractional factorial design
to obtain nine combinations. The stimuli in this study can be shown in Table 2.
Table 2. Attributes Combination of Tilapia and Flying Fish
Stimuli Freshness Location Price (Rp/Kg) Product condition
1 Sunken eyes Modern market >50,000 Uncleaned
2 Sunken eyes Peddler man 30,000-40,000 Cleaned
3 Cloudy eyes Traditional market >50,000 Cleaned
4 Cloudy eyes Peddler man 40,001-50,000 Uncleaned
5 Cloudy eyes Modern market 30,000-40,000 Uncleaned
6 Clear eyes Peddler man >50,000 Uncleaned
7 Clear eyes Traditional market 30,000-40,000 Uncleaned
8 Sunken eyes Traditional market 40,001-50,000 Uncleaned
9 Clear eyes Modern market 40,001-50,000 Cleaned
Source: Primary Data, (2022)
The next stage is that respondents are asked to rate their liking for each stimulus using a Likert
scale (1: do not like it very much – 5: like it very much). This analysis is carried out to determine

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each attribute's utility (partworth) and importance. The conjoint analysis model can be shown with
the following formula (Malhotra, 2010):
𝑚 𝑘𝑖
𝑈(𝑋) = ∑ ∑ 𝑎𝑖𝑗𝑥𝑖𝑗
𝑖=1 𝑗=1
Explanation:
𝑈(𝑋) : Total utility
𝑎𝑖𝑗 : part worth or utility value of the ith attribute to the jth level

𝑥𝑖𝑗 : dummy variable for the first attribute at the jth level (1=level appears; 0=does not appear)

𝑘𝑖 : number of i-th attribute levels

𝑚 : number of attributes
The most significant utility value indicates the level of attribute that consumers like most. The
most significant importance value indicates the attribute consumers consider important. The
Pearson and Kendall's Tau significance values show a strong correlation between the estimated
variables and the factual situation.

RESULTS AND DISCUSSION

Consumer Demographic Characteristics
The demographic characteristics of consumers can be shown in Table 3. The demographic
characteristics of fish consumers in Balikpapan City are differentiated based on gender, age,
marital status, highest level of education, occupation, total income, and status in the family. The
number of respondents was 100, the minimum sample for conjoint analysis. Respondents were
spread across six sub-districts in Balikpapan City: South, East, North, West, Central and City
Balikpapan Districts. The majority of fish consumers in Balikpapan City are female (72%), married
(78%), with an age range of 36 – 45 years (30%), high school/equivalent education (50%), number
of family members 3 – 4 people (51%), are housewives (43%). with an average income of IDR
3,000,001 – 4,000,000 (30%).

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Table 3. Consumer Demographic Characteristics

Demographic Characteristics % Demographic Characteristics %
Gender Man 28.00 Occupation Student/Students 2.00
Woman 72.00 Housewife 43.00
Age <25 2.00 TNI/POLRI/ASN 3.00
Academics/Lecturers/Teach
27.00 2.00
25-35 ers
36-45 30.00 Private employees 15.00
46-55 29.00 Self-employed 12.00
56-65 8.00 Not yet working 3.00
>65 4.00 Other 20.00
Marital status Married 78.00 Total Income < IDR 1,000,000 1.00
Not married yet 15.00 IDR 1,000,000 – 2,000,000 9.00
Divorce 7.00 Rp. 2,000,001 – 3,000,000 19.00
Last < Elementary
8.00 IDR 3,000,001 – 4,000,000 30.00
education school/equivalent
Middle
15.00 IDR 4,000,001 – 5,000,000 20.00
School/Equivalent
High
50.00 > 5,000,000 21.00
School/Equivalent
S1/Equivalent 25.00 Status in Child 12.00
S2/Equivalent 2.00 family Mother/Wife 52.00
Number of 1–2 18.00 Head of family 36.00
Family 3–4 51.00
Members >5 31.00
Source: Primary Data, (2023)
Fish Consumer Preferences
Conjoint analysis using SPSS software was conducted to determine consumer preferences for
tilapia and flying fish in Balikpapan City. The conjoint analysis results can be shown in Table 4 and
Table 5. The research results show that freshness is the most important attribute for consumers
when buying tilapia and koheru fish. This is supported by several studies of fish consumers in
Banja Luka (Ostojic et al., 2017), Bangladesh (Alam & Alfnes, 2020), and the United States (Souza
et al., 2021), freshness is the most dominant factor for consumers when buying fish. Fresh fish
provides satisfaction for fish consumers in Balikpapan City. The order of consumer importance
when buying tilapia and flying fish is the same: freshness, price, location of purchase, and product
condition.
Freshness
Both types of fish, namely tilapia and koheru fish, showed the same results by the freshness
attribute. Consumers assess freshness as the most important attribute when buying fish. The
freshness levels of fish in this study were clear eyes, cloudy corneas, and sunken eyes. Based on
the conjoint analysis results, the attribute level consumers like most when consuming tilapia and
koheru fish is fish with clear eyes. This can be explained by the fact that consumers generally

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judge the freshness of finfish by the clear appearance of their eyes. Consumers like fresh fish
because of its quality and taste (Simo et al., 2023). The freshness of fish can determine the quality
and value of fishery products. Mistakes in evaluating fish freshness can lead to malnutrition, health
problems, food waste, and decreased fish consumption (Viana et al., 2022).
Table 4. Consumer Preferences for Tilapia

Attribute Importance Value (%) Attribute Levels Utility Value

Clear eyes 0.868
Freshness 42.05 Cloudy cornea -0.557
Sunken eyes -0.312
Traditional market 0.075
Purchase Location 20.47 Modern market 0.083
Peddler Man -0.158
30,000-40,000 0.075
Price 21.02 40,001-50,000 0.160
>50,000 -0.235
Uncleaned -0.146
Product Condition 16.44
Cleaned 0.146
Pearson's R 0.999* Sig. 0,000
Kendall Tau 0.972* Sig. 0,000
Constant 2,548
*) Significant with 0.05
Source: Primary Data, (2023)
Price
The attribute after freshness that is considered important for consumers is the price. Price is one
of the factors that consumers consider when buying fish (Sinaga & Kusumanti, 2021). Based on
utility value, consumers prefer tilapia with a price range of IDR 40,001-50,000 compared to other
prices. In contrast to flying fish, consumers prefer fish priced at IDR 30,001 – 40,000. Fish prices
can be determined based on quality and freshness. Given the perishable nature of fishery
products, consumers are willing to pay more for fish with guaranteed quality and freshness (Claret
et al., 2012). Generally, koheru fish is obtained from the catch of Balikpapan City fishermen and is
more easily accessible to consumers, so koheru fish for IDR 30,001 – 40,000 already provides
consumer satisfaction with a certain level of freshness. Meanwhile, tilapia fish is obtained from
aquaculture and shipped from other areas around Balikpapan City, so consumers prefer to fish for
IDR 40,001 – 50,000 with a guarantee of freshness and quality. The better consumers perceive the
price, the more consumer behavior will increase in buying fish (Fuliyana & Maria, 2022).
Purchase Location
Based on purchase location, consumers like tilapia fish sold in modern markets. Generally,
tilapia fish in Balikpapan are sold while still alive to maintain the freshness of the fish displayed in
the aquarium. Some consumers like to buy tilapia fish sold in modern markets because the
cleanliness of the water is guaranteed. The modern market provides quality assurance because
the products sold have passed quality control. Product information in modern markets can also be
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accessed easily by consumers, making it easier for consumers when shopping. Modern markets
provide a comfortable, clean shopping environment, longer operating hours, and a wide choice of
payment methods (Wibowo et al., 2022).
Consumers in Balikpapan City prefer to buy flying fish at traditional markets. Fish sold in
traditional markets is generally more affordable than fish sold in modern markets or traveling
traders. Traditional markets offer prices that are relatively cheaper and can be negotiated, thus
providing familiarity between sellers and buyers, strategic locations close to residential areas,
providing more fresh products, and providing consumers with the experience of seeing and holding
the products being sold directly. Fish sold in traditional markets is more diverse, cheaper, more
convenient, and of higher quality in freshness (Thong & Olsen, 2012). Apart from that, the price of
fish in traditional markets can be more affordable because bargaining can be done between sellers
and buyers in traditional markets. Traditional markets have socio-emotional power that modern
markets do not have (Wibowo et al., 2022). Consumers in Gresik like to buy fish in traditional
markets even though the distance from home to the market is quite far; this is because the variety
of fresh fish sold in traditional markets is greater than in modern markets and peddler man
(Sanjaya et al., 2023).
Product Condition
Product condition refers to the condition of the fish purchased, whether it has been cleaned or
has not been cleaned of scales, fins, gills, or fish stomach contents. Fish consumption can be
influenced by consumer comfort when consuming fish; for example, consumers need to save time
and energy in preparing fish (Carlucci et al., 2014). This is in line with research results that show
that when buying tilapia, consumers prefer tilapia that has been cleaned, but fish that have been
cleaned have a higher price. This differs from when buying koheru fish; consumers in Balikpapan
City prefer koheru fish that have not been cleaned. Likewise, fish consumers in Gresik prefer fish
that have not been cleaned because semi-processed fishery products are more expensive than
unprocessed ones. The price increase is because consumers have to pay for processing services;
besides that, products that have been processed will be more easily damaged (Sanjaya et al.,
2023).
Pearson and Kendall's Tau
The significance value of Pearson's R and Kendall Tau in the conjoint analysis of tilapia and
flying fish shows a value of 0.000 (< 0.05), so it can be concluded that there is a strong correlation
between the estimated variables and the factual situation.

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Table 5. Consumer Preferences for Koheru Fish

Attribute Importance Value (%) Attribute Levels Utility Value

Clear eyes 0.926
Freshness 46.77 Cloudy cornea -0.555
Sunken eyes -0.426
Traditional market 0.227
Purchase Location 18.71 Modern market -0.060
Peddler man -0.167
30,000-40,000 0.262
Price 23.57 40,001-50,000 -0.014
>50,000 -0.248
Uncleaned 0.016
Product Condition 10.93
Cleaned -0.016
Pearson's R 0.989* Sig. 0,000
Kendall Tau 0.930* Sig. 0,000
Constant 2,473
*) Significant with 0.05
Source: Primary Data, (2023)

CONCLUSION AND SUGGESTION

Conclusion
The research results show that when buying fish, freshness is the attribute that consumers in
Balikpapan City like the most. Then, it will be followed by the price attributes, purchase location,
and product condition. The product combination consumers like most when buying tilapia is tilapia
with clear eyes, sold in modern markets at IDR 40,001 – 50,000, and cleaned. Meanwhile, when
buying koheru fish, consumers like koheru fish with clear eyes, which are sold in traditional
markets for IDR 30,000 – 40,000 and have not been cleaned.
Suggestion
Freshness is the most important attribute for consumers in Balikpapan City when buying fish.
Marketers, both sellers in traditional markets, modern markets, and peddlers man, need to
guarantee the quality of the fishery products they sell by maintaining the freshness of the fish.
Apart from that, there is a need for collaboration with the government to increase marketer capacity
in handling fishery products to maintain their quality and freshness, as well as assistance with
fishery product quality certification to provide quality assurance for quality fishery products.

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