A Consumer Preferences in Culinary Tourism Fresh Tuna Fish Chest and Jaw Bones Case Study in Manado City, North Sulawesi Province

— The fishery products produced are not necessarily only for export purposes but are intended for national consumption. This research aims to analyze consumer preferences for processed fresh tuna products, namely the breast and jaw portions of tuna and identify consumer attitudes towards their choice of processed fresh tuna. The data in this research are primary data and secondary data. The sampling technique is based on purposive sampling and accidental sampling. Quantitative descriptive data analysis was carried out to analyze consumer attitude preferences. Based on the results of data processing between the menu attributes of tuna jaws and breasts, it turns out that consumers prefer tuna jaws compared to tuna breasts, the reason most likely lies in the sensation they get when eating tuna jaws. Even if asked about taste, both are equally tasty. The results obtained in this research show consumer preferences for tuna jaw and breast products on the food menu. Respondents preferred the processed Tuna Jaw menu where a utility (positive) value was obtained of 0.470 compared to the Tuna Breast menu with a utility (negative) of - 0.470. In food variants, respondents preferred processed Burn Rica where the utility value was obtained at 3,690 compared to Woku at -0.642 and gravy at only -3,048. In the food price variable, respondents prefer food at a price of 50 thousand, where the utility value is 0.873 compared to the price of 45 thousand, the utility is 0.617, whereas at the price of 40 thousand it is only -0.995, and at the price of 60 thousand the utility value is -0.495, both of which are negative. The conclusion of this research is that consumer preferences for processed fresh tuna jaw and tuna breast fish products show that consumers prefer the processed Jaw Tuna menu where a utility value (positive) is obtained of 0.470 compared to the Tuna Breast menu with a utility (negative) of -0.470 .


I. INTRODUCTION
Manado City is an area of North Sulawesi Province, which consists of 11 sub-districts and 87 sub-districts, located on the main mainland of the island of Sulawesi and has one sub-district in the form of an archipelago.Has an area of 157.26 km2, to the north it borders North Minahasa Regency; to the east it borders North Minahasa Regency and Minahasa Regency; to the south it borders Minahasa Regency and to the west it borders the Sulawesi Sea (BPS Manado City, 2022).
Based on 2021 KKP statistics, it is recorded that fish consumption in North Sulawesi Province from 2017 to 2019 has increased, where fish consumption in 2017 was 60.24, in 2018 it rose to 62.63 and in 2019 it became 66.75., in 2020 it was 66.82 and in 2021 it increased to 67.28 kg/capita/year (KKP, 2021).The development of culinary centers in an area is closely related to the increase in tourism in that area.Culinary centers cannot be separated from the variety of food menus they sell.Fishery products are known to be so complete that they provide their own color as an attraction for tourists, whether they come from fishing production or cultivation production, both from freshwater and seawater fish.
Restaurants or small snack stalls offering "tuna jaw" and "tuna breast" products have brightened the culinary business trend in Manado City since the 2000s until now.According to unwritten information, this product was initially only used as a raw material for fish meal because the two parts of tuna apart from the bones and head were discarded/set aside not for export products.It started with a small kiosk that specifically sold menus/products and then expanded to a large restaurant that provided various types of food and processed foods.
Consumer preference is defined as a person's choice of liking or disliking a product or service being consumed (Enrida et al., 2016).According to Zikhri (2016), consumer preferences show consumers' preferences for several product choices available.
Research conducted by Triyana A (2010) states that preferences are formed in consumers based on the attributes of price, size and freshness.This turns out to be very dependent on the efficiency of a distribution channel that produces catches.
According to Gazali (2016) who researched consumer preferences for marine products, it shows that the attributes that have a real influence on consumer attitudes in choosing fish products are product quality and diversity.Price as an attribute can be interpreted as meaning that price is a diversity concept that has different meanings for consumers depending on consumer characteristics, situations and products.
Considering that fishery commodities have unique characteristics, namely perishable, non-uniform, seasonal, producer areas are generally on the coast and have larger and cooler spaces for storage, marketing of fishery products in general has the potential to be inefficient (Abidin, 2015) Therefore, it is very It is important to pay attention to the correct distribution pattern, which according to Kotler, P. & Keller, K.L. (2012), distribution is a process of delivering finished goods from producers to consumers when needed.A distribution pattern that is still standard but right on target is formed in the marketing distribution of large pelagic fish including tuna in Bitung City to the surrounding areas (Longdong, et al 2021)

Data Collection Method
The data in this research are primary data and secondary data.Primary data was obtained through interviews with a questionnaire guide which was distributed to 40 consumers who were at the restaurant they met.A total of 10 restaurants were determined as samples from ±100 restaurants spread across the city of Manado.Meanwhile, secondary data as supporting data was obtained through Manado City government agencies.The method used was a survey by visiting restaurants that specifically provide menus with tuna jaw and breast products.

Data collection technique
The sampling technique is based on purposive sampling and accidental sampling.The sample is consumers and the variables used are menu, price and cooking variants as independent variables and purchasing decisions are the dependent variable.This research carried out a multivariate analysis, so in sampling, 40 respondents were sampled at 10 restaurants that specifically served jaw menus and tuna data.There are 16 combinations, each respondent fills in a ranking according to their interest in the variants, menus and prices.The highest choice was 16 and the lowest was 1.The purposive sampling method was applied to determine the restaurant, while the accidental sampling method was used to determine respondents, namely consumers found at the restaurant.

Data Analysis
Qualitative descriptive data analysis was carried out simultaneously with data collection, data interpretation and writing narrative reports.Quantitative descriptive data analysis was carried out to analyze consumer attitude preferences.This research uses non-metric data using Conjoint Analysis with the SPSS program.

Research Results
There are 300 tuna restaurants in the city of Manado (BPS Manado, 2022) and approximately 50 restaurants serve tuna jaw and breast variants and menus.A number of these restaurants are located along the coast of boulevard 1 and boulevard 2, Singkil sub-district and Authority sub-district and there are several located in Tikala sub-district.
The city of Manado has long been known as a culinary tourism destination specifically for sea fish.For almost ± 25 years, the city of Manado has been characterized by the culinary business, this is of course greatly supported by the availability of sufficient raw materials.This is proven by the large number of tourist visits and national activities which make the city of Manado a place for activities for both government and private agencies.One strong reason is the availability of various restaurants that serve seafood menus, both demersal and pelagic fish.This fish is offered in fresh frozen form, which is then processed with various menus typical of the city of Manado.BPS Manado 2022, recorded that there are 604 restaurants in the city of Manado.This number is the highest number since 2015 (BPS Manado, 2017)20 which then decreased drastically due to the Covid-19 pandemic.However, now it is starting to grow again with the emergence of restaurants that serve the same menu and variants.
The availability of raw materials for tuna jaws and breasts is obtained from processing factories in the city of Bitung.
The distribution of raw materials follows the distribution pattern that applies to the distribution of pelagic fish in Bitung City, the involvement of intermediary traders is as a supplier of raw materials to restaurants in Manado City (Longdong, et al. 2021).A total of 7 restaurants out of 10 samples obtained raw materials from intermediary traders, the remaining 3 restaurants obtained them from retailers in traditional markets.
Based on the results of data processing using the IBM SPSS software menu, between the menu attributes of tuna jaws and breasts, it turns out that consumers prefer tuna jaws compared to tuna breasts, the reason most likely lies in the sensation they get when eating tuna jaws.Even if asked about taste, both are equally tasty.The following are the results of an analysis of consumer choices regarding the menu, variants and prices offered.

Conjoint Analysis
At this stage, you choose the most preferred scenario (hypothesis).This scenario describes all possible configurations of reasons for choosing the attributes of processed fresh tuna.The number of scenarios is influenced by the number of variables/factors and variable levels (attributes).There are 3 variables and each variable/factor has 2, 3 and 4 attributes (menu, variant and price) so that we can create 3 scenarios of reasons that are different from one another (by multiplying the number of attributes by each variable/ factors to obtain 2x3x4 = 24 scenarios).The scenario results were 24 combinations of attributes, so respondents of course had difficulty evaluating the many reasons for choosing their attributes.The solution is to utilize orthogonal design techniques.This design functions to reduce the number of attribute combinations to a number that is easier to control, namely 16 attribute combination designs.
In the orthogonal design results table, 16 preference scenarios for selecting the attributes of processed fresh tuna are obtained as follows: 1) Card 1: Tuna Jaw Menu, Soup Variant, Price 50 thousand.
3) Card 3: Tuna Breast, Sauce Variant, Price 45 thousand.The next stage is to present a hypothetical scenario that has been selected by 40 respondents.Scenario preferences in the questionnaire are expressed using discrete choices.The use of discrete models is done because it is closer to realistic decision making.The results of the importance values for each respondent are presented in the table below.In table 3, the Important value above this value shows the respondent's level of importance in choosing variables/factors in the scenario of reasons for choosing variables on the fresh tuna processed menu.Of the 40 respondents who filled out the respondent preference questionnaire, all of them could be processed using conjoint analysis.Of the 3 variables/factors, namely processed menu, variant and price, respondents had the highest level of importance (have preferences) in the variable/factor.Variant obtained the highest value of 57,953 compared to Price obtained a value of 28,687 and Menu obtained a value of 13,360.This shows that the Variant attribute is an important factor that consumers consider when determining their food choices.The second

Table 1
above shows that respondent 1 has a high preference for processed tuna fish variants compared to the Menu and Price variables.High preference is shown by the importance value of 64,706.Of the 40 respondents, 36 respondents preferred the processed tuna fish variant variable, while 4 respondents had a high preference for the price of processed tuna fish.

Table 2
above shows that respondent 1 has a high preference for the Jaw Tuna menu, Grilled Rica Variant and Price 50 thousand.The utility value of respondent 1 for Menu Material is 0.250, Burn Rica 3.167 and Price of 50 thousand is 1.750.Likewise for Respondents 2 to 40 respondents can be seen in the table above.The results of the importance values from the overall conjoint analysis are presented in full in the table below: