Sikap Konsumen Terhadap Kopi Bubuk Instan Top Kopi di Wilayah Kota Bogor, Jawa Barat

Abstract

Top Kopi is a new coffee brand that started to be produced in 2012. The aim of this research is to identify characteristics and patterns of consumption Top Kopi and Kapal Api and to analyze consumer attitudes toward attributes,. This method used in this research is Descriptive Analysis, Fishbein, and Mann-Whitney U Test The Characteristics consumers Top Kopi are < 20 years, Sundanese, SMA/SMK, unmarried, and student/ undergraduate, consumers Kapal Api are 21-30 years, Sundanese, SMA/SMK, and employees. The consumption patterns of consumers, consuming instant coffee ≥ 5 times a week, bought from shops, coffee consumption considerations attributes of taste, motivation to buy is freshness, own decisions to consume coffee, while Kapal Api from television advertising, and influential in buying second header instant consumer groups derived from the decision itself. Both group consumers of Kapal Api and Top Kopi have neutral attitude and did not show differences.