Analisis Preferensi Konsumen terhadap Kopi Organik dan Kopi Non Organik di Kota Medan

Abstract

The increasing trend of coffee consumption and consumer awareness regarding the benefits of organic coffee, a shift in consumer consumption patterns from non organic products to organic products, as well as the large variety of types of coffee products on the market, both organic and non organic coffee, mean that consumers have options based on their individual preferences. Therefore, consumer preferences for this type of coffee product need to be researched. The aim of this research is to analyze consumer preferences for organic coffee and non organic coffee. The research used 7 criteria along with 16 sub criteria from the existing criteria, including taste criteria (sweet, acid, bitter), aroma (very sharp smelled and less sharp scented), aftertaste (long and short), type of packaging (aluminium foil and plastic/paper), label (certified and non certified), type of coffee (robusta and arabica), and region of origin coffee (sidikalang, mandailing, lintong). The data analysis method used in this research is Analytical Hierarchy Process with Expert Choice software tools and Microsoft Excel. The results of this research show that arabica coffee is the highest priority in consumer preferences for organic coffee and non organic coffee, followed by sweet and bitter coffee flavors, a very sharp coffee aroma, long coffee aftertaste, and so on down to the lowest consumer priority. The order of priority in consumer preferences for organic coffee and non organic coffee as a whole shows the same results, meaning that consumers assess the comparison of the level of importance between all the criteria and sub criteria as the same, there is no difference between organic coffee and non organic coffee. The eigen vector values for each criterion and sub criteria for the two types of coffee illustrate the same Local Priority and Global Priority order between organic coffee and non organic coffee.