Journals Proceedings

Abstract

The purpose of this study was to find the factors that influence consumer perceptions of sweet potato-based foods product innovation in Province of Yogyakarta. The research method used was survey. The method of data analysis used was EFA (Exploratory Factor Analysis). Based on the review of previous literature, it was found five factors that affect consumers in consuming innovative foods, these factors were novelty and change, variety, processing and technology, origin and ethnicity and convenience. Based on these factors, a set of questionnaires was formulated. Using quota sampling, the questionnaire was divided and distributed to respondents in 3 districts, namely Bantul, Sleman, and Yogyakarta’s city. The survey was conducted twice, first survey involved 318 respondents with 62 indicator questions. The first survey was rotated 6 times. It formed 12 factors, consist of 30 indicators that considered to affect consumer perceptions of sweet potato-based foods product innovation. The KMO-Bartlett was 0.636 with a significance level 0.000. The second survey involved 155 respondents. It was divided into 3 districts as same as the first survey. After processed by factor analysis, the last rotation (2nd rotation) identified 10 factors and 27 question indicators of consumer perceptions of sweet potato-based foods product innovation. The KMO-Bartlett was 0.605 with a significance level 0.000. Through a face validity, the factor was summarized into four factors namely novelty and change, variety, processing and technology, andn convenience