Preferences for Sumbawa Buffalo meat of Sumbawa west community

This study was conducted to determine the attributes of Sumbawa buffalo meat that are most considered in purchasing decisions, as well as the relationship between these attributes and the level of preference of the western part of the Sumbawa people in the Traditional Markets of Alas and Utan. The research used a survey method with 100 respondents. All the respondents were people from the western part of Sumbawa in the traditional market of Alas and Utan who buy/consume Sumbawa buffalo meat. The analysis used was the Fishbein analysis and the Chi Square analysis. The results of Fishbein's analysis showedthat the most considered attributes in the decision to buy Sumbawa buffalo meat were the flavor of the meat with score (11.3864) juice, the brick-red color of the meat (10.1430) , the distinctive aroma of buffalo meat, and the tenderness of the slightly tough meat (7.4949). The results of the Chi-Square were 0.002<0.05 indicates there is a relationship the attributes of Sumbawa buffalo meat with the level of preference of the western part of Sumbawa people.