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PREFERENSI KONSUMEN TERHADAP KOPI LOKAL PADA THIRD WAVE COFFEE DI KOTA PALEMBANG

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Penilaian

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The aims of this study are: (1) To describe the characteristics of local coffee consumers in the third wave coffee in the city of Palembang. (2) Describe what attributes are considered by consumers in consuming local coffee during the third wave coffee in the city of Palembang. (3) Analyzing the relationship between consumer characteristics and local coffee attributes in the city of Palembang. This research was conducted at Dialek.co and Kawe Coffee. The research location was chosen purposively. Data collection was carried out in June 2021. The research method used in this study was a survey method. Sampling in this study is by using themethod Convenience Sampling, with the number of samples used in this study amounting to 30 samples. The data used in this study are primary data and secondary data. The results show that (1) the characteristics of local coffee consumers are male consumers aged 22-24 years, last education is high school, with student work, frequency of purchases three times a week, area of origin from South Sumatra and income of Rp 750,000-1,500 .000. (2) the attributes that are considered by consumers in consuming local coffee are the attributes of taste, aroma, presentation, price, acidity effect and coffee grounds. (3) The results of the analysis between consumer characteristics and local coffee attributes are that there is a significant relationship between age and price attributes, there is a significant relationship between gender and presentation attributes, there is a significant relationship between educational characteristics and taste attributes and there is a significant relationship between educational characteristics with attributes of coffee acidity effect, there is a significant relationship significant relationship between income characteristics and price attributes. There is no significant relationship between job characteristics, purchase frequency and local coffee attributes, there is no significant relationship between regional origin and local coffee attributes. Keywords: consumer characteristics, consumer preferences, local coffee, attributes

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207000648	T67342	T673422022	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T673422022

Publisher

Inderalaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian., 2022

Collation

xv, 55 hlm. : ilus. ; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

381.407

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Perdagangan hasil pertanian
Prodi Agribisnis

Specific Detail Info

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Statement of Responsibility

SEPTA

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