Pengaruh faktor pemilihan minuman dan sikap terhadap preferensi dan perilaku konsumsi teh hitam dan teh hijau

Tea has been a popular beverage in the world after mineral water. Indonesia is one of world tea producers, however tea consumption in Indonesia is still low. Domestic tea market only absorbs 40 percent of national tea production and the rest are still exported to the other countries, that indicates that Indonesian tea farmers are still export-oriented and Indonesian tea export volume mostly still in bulk form. The processed tea industry showed a positive trend, this condition shows the existence of great opportunity for the tea downstream industry in developing the domestic tea products in the form of brewed tea, dipped tea, and RTD tea. Therefore, the marketers need to understand the consumer characteristics in making products purchasing decision. This research aims to: 1) analyze beverage choice factor, attitude, preference, and consumption behaviour of black tea and green tea; and 2) analyze the effect of beverage choice factor, attitude, and preference on consumption behaviour of black tea and green tea. The sampling method used in this research is non-probability sampling with convenience sampling technique. The respondent criterion is people who have consumed black and green tea in the last three months. The data are collected using online questionnaire. This research employs descriptive analysis, Partial Least Square (PLS) analysis, Fishbein multi-attribute analysis, and conjoint analysis. The data obtained are processed using Microsoft Excel 2013 and Smart PLS 2.0. In terms of BCF internal factors, the indicator of taste has the highest contribution and the indicators of advertisrment has the highest contribution to reflect BCF external factors. The result of Fishbein multi-attribute attitude analysis showed that attitude on health claim on green tea is higher than on black tea. This indicates that respondents believe more that green tea owns health benefit compared to black tea. On the other hand, black tea excels in these following product attributes: price, aroma, taste, brand, and the ease of obtaining compared to green tea. The result of conjoint analysis revealed that the most favored tea product combination is black tea in the form of tea bag, while green tea in the form of loose leaf tea is the most unfavored by respondents. The expenditure to purchase black tea is higher than green tea. This indicates that the preference of respondents on black tea is higher than on green tea. Beverage Choice Factor (BCF) has a significant effect on consumer preference. In contrast, attitude has no significant effect on consumer preference. Preference has a significant effect on consumption behaviour. The managerial implication to improve the purchasing behaviour is by paying attention to the significant indicators on BCF variable and benefits or tea consumption benefits or situation which is according to the needs of the respondents. Product development through taste and aroma variants that provide freshness for consumers is required, as well as not forgetting the property of tea itself