PREFERENSI KONSUMEN DALAM PEMBELIAN COFFEE ROASTERY DI CAFE JANUS DAN ROASTERY KOTA BATU

Diva Putri Febio Pertiwi, Titis Surya Maha Rianti, Arief Joko Saputro

Abstract


Abstract

Coffee roastery is a product of ground coffee using a roaster machine. Cafe Janus and Roastery currently only has one main outlet located in Batu City. Previously, it had several outlets such as in Bekasi City, Malang City, Batu City (Jalan Raya Beji). The closure of several outlets shows that Cafe Janus and Roastery cannot survive with changes in consumer tastes. This research is important to do to find out consumer preferences. The purpose of this study is to find out consumer preferences in purchasing coffee roastery products at Cafe Janus and Roastery. The study was conducted from July 2024 to September 2024. The data source used is primary. This study uses the conjoin method. This study uses accidental sampling with a sample of 60. It is known that the gender is dominated by men, amounting to 33 respondents, the age range is 20-25 years at most. The level of education is dominated by high school with a total of 38 respondents, it is known that the number of dominant families is 17 respondents who have 5 family members, Occupation is dominated by private employees, Respondents' income is dominated by IDR 2,000,000 - IDR. 3,000,000, most respondents came from Batu City. Based on the conjoint test of consumer preferences, it is known that consumers prefer the aroma of quackery with a strong bitter taste that is slightly sour which is sold in 200 gram packages with the type of Mt. Kawi Rosewood coffee with a smooth texture.

Keyword: Preference, Coffee Roastery, Conjoint Analysis

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References


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