Analysis of consumer acceptance on instant uduk rice reviewed from variant taste

Abstract This study aims to analyze consumer acceptance of instant uduk rice products with flavor variants using shrimp, squid and chicken. The type of research was experimental with 100 respondents consisting of students and lecturers in Home Economics Department, Faculty of Engineering, Universitas Negeri Surabaya. Methods of data collection using observation by organoleptic test include preference on: colour, aroma, taste, texture, and liking on instant uduk rice product using questioner. Data analysis technique using SPSS 21.00 computer program that is by ANOVA test. The results of consumer assessment of uduk rice products to taste of shrimp, squid and chicken varieties showed a very significant value based on colour, aroma, taste, texture, and favourite level. It can be concluded that instant uduk rice in terms of flavour variants (shrimp, squid, and chicken) can be accepted by consumers where chicken flavour variant that is highly favoured by consumers.