Strategic Recommendation for Café Business Based on Consumer Preferences for Functional Food in Jakarta Café

Abstract

SALWA SAAJIDAH. Strategic Recommendation for Café Business Based on Consumer Preferences for Functional Food in Jakarta Café. Supervised by UJANG SUMARWAN and FITHRIYYAH SHALIHATI. Jakarta’s café culture grew rapidly after the COVID-19 pandemic as rising health awareness encouraged consumers to adopt functional foods. This study used surveys and in-depth interviews with 153 café visitors in Jakarta, analyzed through descriptive statistics and conjoint analysis to identify key attributes influencing choices. Results show that most respondents were young women aged 21–25, mainly students and private employees with monthly spending below Rp5 million, and their interest in functional foods increased after the pandemic. Conjoint analysis found food quality, especially freshness, as the most influential attribute, followed by price, ingredients, lifestyle, and café environment. Consumers preferred fresh, animal-based menus at mid-range prices, reflecting a balance between affordability and health consciousness. The findings suggest cafés should offer nutritious, affordable, and visually appealing functional foods while emphasizing sustainability and health values to attract Jakarta’s young, health-conscious consumers.