Analisis Preferensi Konsumen terhadap Minuman Kopi Arabika dan Tempat Membelinya di Kota Sibolga

Abstract

This research aimed to analyze the attributes of arabica coffee drinks and where to buy them which are consumer preferences in Sibolga City. The data analysis method used was Conjoin analysis to determine consumer preferences for arabica coffee beverage attributes and where to buy them. The results showed that the combination of arabica coffee attributes consumers prefer was arabica coffee with a medium bitterness, low acidity, light roast color, and aroma with a striking character, and the consumer preference for the place to buy it was a comfortable, clean, and crowded place with a calm atmosphere; As well as the level of importance of attributes namely the main considerations for consumers in buying arabica coffee drinks were the level of comfort, level of cleanliness, level of bitterness, level of acidity, color, atmosphere, crowd level, and aroma; The correlation value of Pearson's and Kendall's Tau was 0.000 (<0.05), while the interpretation was that there was a strong relationship between the estimated results and the actual results on consumer preferences for arabica coffee drinks and where to buy them in Sibolga City.