Abstract
The analog rice produced by UMM is made as a functional food by prioritizing good nutrition to make consumers healthy who consume it. The research objective is to analyze the characteristics of UMM analog rice consumers and the factors that influence consumer preferences for UMM analog rice in Malang. The research used a qualitative and quantitative approach by surveying 50 panelists in Malang City. Data were analyzed descriptively and factor analysis using SPSS. Consumer preferences of UMM Analog Rice are influenced by eight factors, namely product characteristics and health benefits, consumer income and personal factors, product preferences and roles, health perception and value factors, historical and promotional factors, price and marketing influence factors, marketing location factors, and product advantage factor. Product characteristics and health benefits are the factors that most influence consumer preferences for UMM Analog Rice in Malang. Product characteristics are the values contained in a product that describe the product. Originality/Value – UMM analog rice was introduced for diabetes mellitus sufferers. This study brings awareness to the importance of consuming nutritious and safe products for health.
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