Consumer PReferences for Dark Chocolate Products Fortified with Spirulina Platensis Using Analytical Hierarchy Process Method

Chocolate is a product made from cocoa (Theobroma cacao) beans and fat which is very popular because of its taste and nutrition. Dark chocolate has health benefits because of it's contains antioxidants in the form of phenols and flavonoids. In previous study, the addition of β-carotene extract from S. platensis with a dose of 0.372 to dark chocolate products was aimed to fulfilling energy intake and vitamin A needs. Thus, it's important to know the consumer pReferences for dark chocolate products fortified with S. platensis. This study aimed to determine the priority weight of the attributes for consumers and measure consumer pReferences for dark chocolate products fortified with S. platensis. This study used the Analytical Hierarchy Process method. Data were collected by distributing questionnaires to 100 respondents unskilled who representing the population level in Yogyakarta, using purposive random sampling. The results showed that the priority attributes of consumer in choosing dark chocolate products fortified with S. platensis are taste, sub-attribute of bitter taste (47.8), price, sub-attribute of low price (53.3), product benefits, subattribute of nutritional benefit (38.2), flavor, sub-attribute of sweet flavor (64.2), texture, sub-attribute of smooth texture (57.7), aroma, sub-attribute of typical chocolate aroma (72.8), and packaging, sub-attribute of packaging 2 (Lindt packaging) (25.8). Meanwhile, the choice of dark chocolate products according to the consumer pReferences is dark chocolate product fortified with S. platensis with priority weight of 55.8.