ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN KOPI DEKAFEINASI GHALKOFF DI BANDAR LAMPUNG

Authors

  • Zakiyah Noor Balqis Jurusan Agribisnis, Fakultas Pertanian, Universitas Lampung
  • Zainal Abidin Jurusan Agribisnis, Fakultas Pertanian, Universitas Lampung
  • Suriaty Situmorang Jurusan Agribisnis, Fakultas Pertanian, Universitas Lampung

DOI:

https://doi.org/10.23960/jiia.v10i2.5913
Abstract View: 552

Abstract

Decaffeinated coffee is a coffee that has been processed to decrease the caffeine that contained in coffee. Preference analysis is important to do, it help the producer plane the right marketing strategy to win the competition against brands on the market.  The aim of this research are to identify the consumer preference for decaffeinated coffee purchases from the importance level of each attribute and to identify Ghalkoff's decaffeinated coffee attributes are the most considered in purchasing.  The research questionnaire was distributed to 30 samples of respondents from Bandar Lampung using accidental sampling.  The analytical method used to answer the research is conjoint analysis.  The research showed that consumer preferences for purchasing Ghalkoff’s decaffeinated is refer to coffee with the attributes coffee powder sharp and distinctive aroma that has a soft texture coffe powder with affordable price and easily to find and the attribute most considered to purchase the decaffeinated coffee by consumer is aroma.

 Key words : attributes, decaffeinated, preference.

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Published

2022-06-10

How to Cite

Balqis, Z. N., Abidin, Z., & Situmorang, S. (2022). ANALISIS PREFERENSI KONSUMEN TERHADAP PEMBELIAN KOPI DEKAFEINASI GHALKOFF DI BANDAR LAMPUNG. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science, 10(2), 254–261. https://doi.org/10.23960/jiia.v10i2.5913

Issue

Vol. 10 No. 2 (2022)

Section

Articles

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