PREFERENSI GENERASI Z (ZOOMER) TERHADAP KONSUMSI KOPI INSTAN DALAM KEMASAN (STUDI KASUS PADA MAHASISWA KOTA MALANG)

Abstract

Abstract

The high potential of coffee in Indonesia supports the existence of the coffee industry, especially instant coffee which targets the younger generation. So the main objectives of this study are 1. To determine the attributes of instant coffee products in packaging that suit the preferences of Malang City students, 2. To analyze the factors that influence the decision of Malang City students in consuming instant coffee. The study was conducted in January-February 2025 located in Malang City, East Java Province. The study was conducted by interviewing students at the top 5 universities that have the largest number of students. The number of students used as a sample was 100 people with the sampling method using the accidental sampling technique, namely by interviewing students who were met first and so on by the researcher. To find out students' preferences for instant coffee products in packaging using conjoint analysis while logistic regression analysis is used to find out the factors that influence students' decisions on consuming instant coffee in packaging. The data used are primary data obtained from interviews with students as respondents. Based on the results of the conjoint analysis, it is known that students' preferences in consuming instant coffee in packaging are coffee products with the type of coffee used being Arabica coffee with a taste that tends to be bitter, fine powder textured, expensive (³Rp3,000/package) and has various flavor variants. The highest attribute importance value is the flavor variant attribute so that this attribute is the most important attribute when compared to other attributes in the study. Meanwhile, the factors that have a significant influence on students' decisions in consuming instant coffee in packaging are lifestyle variables (X3), and product quality (X4). While the variables that do not have an influence on students' decisions on consuming instant coffee in packaging are the product variables (X1) and pocket money (X2).

Keywords: Coffee, Preference, Konjoin, Logistic Analysis