Consumer Demand for Contemporary Beverages in Semi-Urban Markets: Evidence from MSMEs in Bangkalan

Adimas Rizqi Satriatama; Nor  Qomariyah; Ifan  Rizk Kurniyanto

doi:10.46851/245

Authors

Adimas Agribusiness Program, Trunojoyo Madura University-Indpnesia
Nor Qomariyah Agribusiness Program, Trunojoyo Madura University-Indpnesia
Ifan Agribusiness Program, Trunojoyo Madura University-Indpnesia

DOI:

https://doi.org/10.46851/245

Abstract

This study analyzes consumer demand for contemporary beverages produced by micro, small, and medium enterprises (MSMEs) in a semi-urban area of Bangkalan, East Java. Specifically, the study aims to identify consumer characteristics that shape purchasing decisions and to measure the utility and relative importance of product attributes influencing consumer demand. Data were collected from 45 respondents using accidental sampling of active consumers during May–June 2025 in areas surrounding university campuses and commercial centers in Bangkalan. Conjoint analysis was employed to estimate the utility values and relative importance of five product attributes: price, flavor variety, ice level, cup size, and sweetness level. The results show that ice level has the highest importance value (27.219), followed by price (24.060) and flavor variety (22.211), while cup size and sweetness level contribute relatively smaller effects. At the attribute level, the most preferred combination consists of a price of Rp 4,000, fruit-series flavor, half ice, large cup size, and medium sweetness level, with a total utility value of 0.246. These findings indicate that consumer demand in semi-urban markets is shaped by a combination of affordability, perceived freshness, and product variety, reflecting how consumers balance product attributes under budget constraints. This study contributes to business and economic literature by providing empirical evidence on how product attributes shape consumer demand structures in semi-urban markets. The findings offer practical insights for MSMEs in designing product strategies aligned with student-dominated markets and may support local economic development through improved MSME competitiveness.

Keywords: Consumer Demand; Conjoint Analysis; Semi-Urban Markets; Contemporary Beverages

JEL : D12, M31, L66, R11

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