PREFERENSI KONSUMEN TERHADAP KOPI TEMANGGUNG DI COFFEE SHOP KOTA SURAKARTA

Abstract

ABSTRACT: This study aims to determine the Temanggung coffee attributes that become consumers’ preferences in purchasing coffee in the Surakarta City coffee shops and the attributes that most considered attribute in purchasing coffee in the Surakarta City coffee shops. The basic methods of this study are analytical and descriptive. The methods of determining the location is done by purposive and accidental sampling. The data used are primary and secondary data. Descriptive data analysis method was used with Chi Square analysis and Fishbein multi-attribute analysis. The results of the Chi Square analysis showed that the attributes of Temanggung coffee favored by consumers were the Arabica coffee, medium price, soft aroma, bitter taste and pure coffee without any ingredient mixed in. Fishbein multi-attribute analysis showed that the most considered attribute when purchasing Temanggung coffee is the taste attribute. While Temanggung coffee most considered attributes ranked consecutively are taste, aroma, type, serving technique and price.

Keywords: Temanggung coffee, Consumers preferences, Chi Square analysis, Fishbein multi-attribute analysis.