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

MARTA, ARJITU PUTU and Yulian, Junaidi and Elly, Rosana (2022) PREFERENSI KONSUMEN TERHADAP KOPI LOKAL PADA THIRD WAVE COFEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	karakteristik konsumen, preferensi konsumen, kopi lokal, atribut
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Users 19736 not found.
Date Deposited:	29 Mar 2022 03:50
Last Modified:	29 Mar 2022 03:50
URI:	http://repository.unsri.ac.id/id/eprint/67342

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