CONSUMERS’ VIEWS, PREFERENCES AND WILLINGNESS TO BUY HOMEMADE VEGETARIAN DENDENG IN KLANG VALLEY, SELANGOR

There are two types of dendeng: moist jerky and dried jerky. However, vegetarian dendeng remains unpopular in society due to limited exposure and availability. This study aimed to: (1) to evaluate the level of consumers’ views, preferences and willingness to buy homemade vegetarian dendeng among Klang valley residents in Selangor; (2) examine how views and preferences influence willingness to buy; and (3) compare responses across different social demographic backgrounds. More than 400 questionnaires were distributed both online and offline using convenience sampling, yielding in 223 online and 177 offline responses. Data were analyzed using IBM SPSS Statistics (Version 27) through descriptive, reliability, regression and correlation analyses. Findings revealed a positive consumer perception (mean=3.471; .001) and favorable preferences (mean=3.661; .025), while willingness to buy was a neutral (mean=3.321; .065). Reliability scores were 0.665 for views (0.665), 0.792 for preferences, and 0.930 for willingness to buy. Both consumers’ views and preferences significantly influenced willingness to buy. Gender and meat consumption frequency showed significant differences in consumer responses, whereas age, race, religion, income, education and occupation did not. The study concludes that while consumer willingness to purchase is moderate, positive perceptions and preferences indicate potential for vegetarian dendeng as a viable market product.