Analisis Koragam untuk Menilai Preferensi Konsumen Terhadap Merek Kopi Putih.

Abstract

White coffee product innovation that is currently the trend resulted in stiff competition among coffee producers. A coffee producers, namely PQR want to release a new product that is the product of white coffee. The new product will be compared with competitive brands or coffee that PQR produced before. The analysis used to compare three brands of white coffee is the analysis of covariance. Results from this study indicate factors influence the respondents brand and consumer preference level with a p-value respectively 0.008 and 0.000. Covariate namely the aroma of coffee, milk aroma, color of coffee, milk flavor, sweetness, and overall viscosity is significant, while viscosity of the milk and the age of the respondents did not significantly affect the level of white coffee brand preference by consumers. Tukey test showed brand Coffee X and Coffee Z is just as good and preferable than Coffee Y. It can be concluded that the Coffee X as a new product from the manufacturer PQR has been able to compete on the market with competitor products Coffee Z, and it is better than coffee that produced before, that is Coffee