¹Doctoral Program, Faculty of Animal Science, Universitas Gadjah Mada, Indonesia

² Bachelor Degree, Faculty of Animal Science, Universitas Gadjah Mada, Indonesia

³Associate Professor, Faculty of Animal Science, Universitas Gadjah Mada, Indonesia

⁴Departement of Livestock Product Processing Technology, Politeknik Negeri Banyuwangi, Indonesia

Email: m_anggriani_um@ugm.ac.id

Goat’s milk is an animal protein claimed as a functional food; apart from being a source of protein, goat’s milk also has low allergenicity and better digestibility than cow’s milk. However, goat’s milk has limitations, namely in the aroma of pregus, so that in its presentation, it is necessary to process it so consumers can well receive that goat’s milk. This study aims to determine consumer behavior and preference for goat’s milk products. The number of samples is 108 respondents and data collection was carried out by the questionnaire method. Data analysis was carried out descriptively and quantitatively using multiple linear regression analysis. Factors that influence the behavior and preferences of goat’s milk products are the respondent’s age, the number of family members, and the price of goat’s milk products. The results obtained showed R² = 0.136. The variable price of goat’s milk products had a significant effect (P<0.01) on consumer behavior and preferences in buying goat’s milk products. The most consumed goat’s milk product by consumers is powdered milk, as much as 42.67%. Consumers reasons for consuming goat’s milk products are health reasons 81.5%. This study concludes that the behavior and preferences of goat’s milk products are influenced by the price of goat’s milk products.