Analisis Preferensi Konsumen Terhadap Kopi Lokal Sumateradi Kota Medan

Abstract

The purpose of this research is to determine the consumer preferences of Sumatra local coffee (coffee Mandailing, coffee Lintong, Gayo coffee and coffee Sidikalang) in the city of Medan on the combination of product attributes (stimuli) and the level of consumer interests of product attributes. The research method used is the conjoint analysis method with SPSS 16 application. In this research used seven attributes that affect them taste, flavors, price, coffee grounds, the effects of acidity, the presentation and way of brewing.The results of this research explains that consumer preferences focus on results based on the best combination of utility value calculations obtained, and the level of importance attributes in it. The most preferred combination Model consumers local coffee is Sumatra ID Combination model 14 coffee with flavors of delicious and sweet, affordable price, sharp aroma and unique presentation of the hot coffee, pulp remaining less/nothing at all, effects for that low and manually brewing (brewing machines) with the total utility of value of 3,065. The highest level of importance attributes to the decision of the consumers to buy and consume local coffee Sumatra is furnished (19, 38%), flavors (18, 94%), price (15, 99%), coffee grounds (13, 86%), the presentation of coffee (13, 18%), effects (11, 22%) and way of brewing (7.39%).

Tujuandaripenelitianiniadalahuntukmengetahuipreferensikonsumenterhadaplokal Sumatera (kopi Mandailing, kopi Lintong, kopi Gayodan kopi Sidikalang) di kota Medan padakombinasiatributproduk (stimuli) dantingkatkepentingankonsumenterhadapatributproduk. Metodepenelitian yang digunakanadalahmetodeanalisisKonjoindenganaplikasi SPSS 16.Padapenelitianinidigunakantujuhatribut yang mempengaruhidiantaranyacitarasa, aroma, harga, ampas kopi, efekkeasaman, penyajiandancarapenyeduhan.Hasilpenelitianinimenjelaskanbahwapreferensikonsumenberfokuspadahasil stimuli kombinasiterbaikberdasarkannilaikegunaandariperhitungan yang didapat, dantingkatkepentinganatribut di dalamnya. Model kombinasi yang paling disukaikonsumen kopi lokal Sumatera adalah model kombinasi ID 14 yaitu kopi dengancitarasanikmatdanmanis, hargaterjangkau, aroma tajamdankhas, penyajian kopi panas, ampas yang tersisasedang, efekkeasaman yang rendahdanpenyeduhansecara manual (mesinseduh) dengannilaikegunaan total sebesar 3,065. Tingkat kepentinganatributtertinggi yang menjadiperhatiankonsumendalamkeputusanmembelidanmengkonsumsi kopi lokal Sumatera adalahcitarasa (19,38%), aroma (18,94%), harga (15,99%), ampas kopi (13,86%), penyajian kopi (13,18%), efek (11,22%) dancarapenyeduhan (7,39%).