Preferensi Konsumen terhadap Minuman Kopi (Kasus: Unclesix Stabat, Kabupaten Langkat, Sumatera Utara)

Abstract

This study aims to determine what attributes are the preferences of consumers in choosing coffee drinks in Stabat City. This research was conducted at Unclesix Café, Stabat City, precisely at Jl. Proklamasi No. 10 Stabat Kwala Bingai, Langkat Regency, Unclesix Café was established on January 17, 2021. The sample determination in this study used an accidental sampling technique, a sampling technique taken without prior planning or done spontaneously. In this study, primary data was used, namely data obtained directly from questionnaires, interviews, and documentation. The data analysis method used was the Fishbien analysis, which measures consumer attitudes toward coffee beverage attributes based on their belief and evaluation levels. The analysis concluded that the attributes that determine Stabat City residents' choice of coffee beverages are taste, texture, aroma, and price. Based on the belief level, it was concluded that taste is the most important attribute for consumers in choosing a coffee beverage. Based on the evaluation level, it was concluded that the taste of the coffee beverages at Café Unclesix is excellent, and consumers' attitudes toward the taste attribute are very positive.