Analisis Preferensi Mahasiswa terhadap Kopi Hitam Bubuk dan Kopi Instan Sachet

Abstract

Variation in the type or product of coffee makes students as consumers have options based on their respective preferences. As a result, processed coffee producers should be more competitive in marketing their products. Differences in consumer preferences are the basis of understanding that producers should know so that processed coffee growth increases along with an increase in production that can improve the well-being of coffee producers from coffee farmers, coffee traders, exporters, to the government. Therefore, it is necessary to examine their preferences. The aim of this study was to analyze students’ preferences for black coffee ground and instant coffee sachet. The study used 7 criteria along with 16 subcriteria from the existing criteria, for taste criteria (sweet, acid, and bitter), aroma (very sharp smelled and less sharp scented), aftertaste (long and short), type of packaging (aluminium foil and plastic), brand (popular and unpopular), after-drinking effects (feeled and not felt), and package size (15-25 gr, 100-150 gr, >200gr). The data analysis method used is Analytical Hierarchy Process with Expert Choice software tools and Microsoft Excel. The results of the analysis show that students in consuming ground black coffee tend to like a sweet taste, a very sharp smell, a long aftertaste, aluminum foil type packaging, a popular brand, a felt after-drinking effect and with a packaging size of 100-150 gr. Whereas in consuming sachet instant coffee, students tend to like a sweet taste, a very sharp smell, a short aftertaste, aluminum foil type packaging, a popular brand, a felt after-drinking effect and with a packaging size of 20-25 gr.