Analisis Preferensi Konsumen Minuman Kopi (Studi Kasus : Kota Medan dan Kota Binjai)

Abstract

This research aims to find out and analyze which product attributes are consumers' preferences in deciding to purchase coffee drinks in Medan and Binjai. The data analysis method used in the research is Conjoint analysis to determine consumers' preferences for coffee drinks in Medan and Binjai. The result of this research showed that the combination of coffee product attributes that consumers in Medan prefer are mild aroma, sweetness, long aftertaste, aluminum foil packaging, and no effects. In taste attributes, most consumers prefer sweetness because it suits their tongue better. Whereas in Binjai, they prefer mild aroma, sweetness, long aftertaste, plastic packaging, and gives effects. The level of importance of product attributes that are the most important consideration for consumers when purchasing coffee in Medan and Binjai are taste and aluminum foil. The interpretation is that there is a strong relationship or positive relationship between product attributes and consumers' preferences in Medan and Binjai.