Analisis Preferensi Konsumen terhadap Kopi Luwak Produksi Kopi Luwak MB di Kabupaten Cianjur

Abstract

Salah satu perusahan yang memproduksi kopi luwak yaitu perusahaan Kopi Luwak MB yang di dalamnya terdapat produksi kopi yaitu full wash, honey, wine, natural dan Kopi Luwak (Kopi Luwak Green Bean dan Lanang). Terjadinya permasalahan pada Luwak MB yaitu persaingan antar produsen Kopi Luwak mulai meningkat, sehingga pemasaran Luwak MB perlu memahami mendalam perilaku konsumen untuk merancang strategi pemasaran yang efektif. Tujuan penelitian adalah mengidentifikasikan karakteristik konsumen, mengetahui proses keputusan pembelian dan prefernsi konsumen, serta analisis keuntungan usaha Kopi Luwak MB. Penelitian ini dilakukan pada Juli 2023 sampai Januari 2024 di Cianjur, Jawa Barat. Metode pada penelitian ini yaitu menggunakan alat analisis deskriptif dan analisis konjoin serta analisis finansial yaitu R/C ratio. Hasil penelitian menunjukan bahwa atribut yang paling penting yaitu atribut harga karena harga menjadi faktor yang sangat penting bagi konsumen dalam pengambilan keputusan pembelian. Sedangkan atribut yang menjadi pertimbangan responden yaitu harga sebesar Rp250.000 per produk, tujuan membeli untuk kesehatan. Hasil perhitungan R/C ratio didapatkan 2,2 dinyatakan usaha Kopi Luwak MB layak.

One of the companies that produces civet coffee is the Kopi Luwak MB company which includes coffee production, namely full wash, honey, wine, natural and Kopi Luwak (Kopi Luwak Green Bean and Lanang). The problem with Luwak MB is that competition between Kopi Luwak producers is increasing, so that Luwak MB marketing needs to understand consumer behavior in depth to design an effective marketing strategy. Purpose of the study is to identify consumer characteristics, find out the purchasing decision process and consumer preferences, and analyze the profits of the Kopi Luwak MB business. This research was conducted from July 2023 to January 2024 in Cianjur, West Java. The method in this study used descriptive analysis tools and conjoint analysis as well as financial analysis, namely the R/C ratio. The results of the study showed that the most important attribute was the price attribute because price is a very important factor for consumers in making purchasing decisions. While the attributes that were considered by respondents were the price of IDR 250,000 per product, the purpose of buying for health. Results of R/C ratio calculation were 2.2 which stated that the Kopi Luwak MB business was feasible to run.