ANALISIS PREFERENSI DAN KEPUASAN KONSUMEN TERHADAP KOPI ARABIKA

Coffee is a kind of beverage, usually served hot. This drink is prepared from roasted coffee beans. Coffee is a source of caffeine. Coffee as one of the ingredients of refreshing, its value is not only determined by physical appearance, but more determined by its flavor. One way of determining the quality of coffee is by taste test. Consumers assess the quality of coffee at the time of drinking the coffee. Coffee beans as a natural ingredient, has a very complex chemical composition and variety. Apresio Kopi Malang is one of the stalls that has Arabica coffee stock from various regions. Sumatra Island is famous for its arabica coffee from Gayo-Aceh with the height of the cultivation area about 1300-1500 m above sea level (asl). Arabica coffee from Bali island is coffee from Kintamani area with altitude of 900 m asl. Arabica coffee from Java region researcher took samples from Malang area, which is Karangploso with 1400 m asl planting altitude. Coffee from Karangploso Malang area that has many varieties of coffee but not too well known to many consumers. The large variety of arabica coffee available makes consumers freer to choose the type and taste of coffee they want. This is the underlying researchers to examine more about consumer preferences in consuming arabica coffee from various regions that will be expected to become a driving commodity in advancing the coffee plantation sector of the archipelago, especially the area of Malang Raya. The objectives of the study were to analyze consumer preferences in choosing Arabica coffee from the presentation and price aspect, analyzing the difference of consumer preference to Arabica coffee type from different region, as well as analyzing the preference and level of customer satisfaction from the different way of serving. The location of this research was conducted at Apresio Coffee Shop, Malang. Method of taking data by using Accidental Sampling. Data analysis using ANOVA (Analysis of Variance). The results obtained 1) consumer preferences (in this case more specifically to Apresio diner visitors) on Arabica coffee attributes the way of serving more drinks with consumers serving tubruk, 2) there are differences in consumer preferences on the type of Arabica coffee from different regions of consumers more like arabica coffee from Java (Karangploso) with specification of aroma and flavor attributes more prominent, 3) there is difference of consumer preference based on presentation process of arabica coffee is consumer prefer presentation with full process or without waste because more can feel attribute after taste and coffee from arabika , 4) the process of serving of coffee influences the preference and level of consumer satisfaction of arabica coffee