Persepsi Dan Preferensi Sifat Organoleptik Produk Minuman Cokelat Instan Lokal Dan Impor Di Wilayah Perbatasan

Abstract

Fenomena peredaran produk minuman serbuk cokelat instan impor tanpa izin Edar (TIE) di wilayah perbatasan Indonesia saat ini menjadi perhatian utama. Data Badan Pengawas Obat dan Makanan (BPOM) periode 2021-2023 menunjukkan bahwa 64% dari 1039 kasus merupakan pangan olahan dan 23% diantaranya berupa minuman serbuk cokelat instan produksi impor. Fenomena ini berpotensi memengaruhi persepsi dan preferensi konsumen yang dapat berdampak pada daya saing produk lokal serta menimbulkan risiko keamanan pangan. Tujuan pada penelitian ini adalah untuk mengkaji pola konsumsi dan persepsi konsumen di wilayah perbatasan terhadap produk minuman serbuk cokelat instan lokal dan impor, serta menganalisis tingkat penerimaan konsumen terhadap produk minuman serbuk cokelat instan dan impor melalui uji organoleptik afektif yaitu rating hedonik.

Penelitian dilaksanakan di Kota Pontianak dan Kota Batam pada bulan Juni – September 2024. Penelitian ini dilaksanakan melalui serangkaian tahapan meliputi pengujian kuesioner persepsi dan konsumsi, penentuan jumlah responden, penyusunan dan uji coba protokol sampel pengujian, persiapan sampel, dan pengujian karakteristik organoleptik melalui metode rating hedonik blind test dan unblind test. Teknik pengambilan sampel responden menggunakan pendekatan purposive sampling. Jumlah responden ditetapkan sebanyak 100 orang di setiap kota. Penetapan jumlah tersebut didasarkan pada perhitungan software G*Power yang dikonfirmasi dengan rumus Slovin, serta telah memenuhi standar metode uji sensori afektif.

Kriteria panelis pada penelitian ini meliputi berdomisili asli di wilayah perbatasan (Kota Pontianak atau Kota Batam), pernah mengonsumsi produk minuman serbuk cokelat instan (produksi lokal maupun impor), berusia 15-55 tahun, memiliki tingkat pendidikan mulai dari SD hingga S2/S3, kondisi fisik sehat, tidak mengalami gangguan kesehatan yang dapat memengaruhi sensitivitas indera pengecap dan penciuman, tidak dalam keadaan lapar, tidak memiliki alergi terhadap cokelat atau susu, serta bersedia mengikuti keseluruhan tahapan penelitian hingga selesai. pengujian Uji rating hedonik dilakukan secara blind test (merek tersembunyi) dan unblind test (merek terlihat) terhadap empat sampel produk meliputi Milo Indonesia 3 in 1 Sachet 35 g, Milo Malaysia 3 in 1 Sachet 33 g, Ovaltine Thailand Sachet 22 g, dan Bengbeng Drink Sachet 30 g. Analisis data pada penelitian ini menggunakan uji statistik deskriptif untuk menganalisis karakteristik responden, serta uji Duncan Multiple Range Test (DMRT) dan t-Test untuk menganalisis perbedaan penerimaan atribut organoleptik.

Hasil penelitian menunjukkan responden di Kota Pontianak didominasi perempuan berusia 21-25 tahun dengan status sudah menikah, sedangkan responden di Kota Batam didominasi perempuan berusia 26-30 tahun dengan status belum menikah. Mayoritas responden dikedua wilayah perbatasan memiliki tingkat pendidikan sarjana dan bekerja sebagai karyawan, buruh, pegawai, serta pekerja bebas. Pola konsumsi minuman serbuk cokelat instan di kedua wilayah tergolong rendah dengan frekuensi konsumsi dominan satu kali per bulan.

Persepsi konsumen dikedua wilayah menunjukkan kecenderungan lebih positif terhadap produk lokal. Persepsi tersebut dipengaruhi oleh pengalaman konsumsi individu, keterjangkauan harga, manfaat produk, kualitas, desain kemasan, informasi produk, reputasi merek, dan rekomendasi sosial.

Preferensi organoleptik berdasarkan uji blind test menunjukkan pola yang berbeda di kedua wilayah perbatasan. Produk Bengbeng Drink Sachet (30 g) secara konsisten memperoleh skor penerimaan tertinggi pada keseluruhan atribut di Kota Pontianak. Pengujian organoleptik di Kota Batam menunjukkan produk Bengbeng Drink Sachet memperoleh skor penerimaan tertinggi pada atribut aroma, tekstur, serta rasa. Preferensi organoleptik pada produk Milo Malaysia 3 in 1 Sachet (33 g) dan Ovaltine Thailand Sachet (22 g) cenderung memperoleh skor penerimaan terendah untuk beberapa atribut di kedua wilayah.

Informasi merek di Kota Pontianak berpengaruh terhadap peningkatan skor penerimaan atribut produk Ovaltine Thailand Sachet (22 g), peningkatan skor penerimaan atribut warna, aroma, dan tekstur produk Milo Indonesia 3 in 1 Sachet (33 g), serta penurunan skor atribut rasa produk Milo Malaysia 3 in 1 Sachet (33 g). Pengujian organoleptik secara unblind test di Kota Batam menunjukkan informasi merek berpengaruh terhadap peningkatan skor penerimaan atribut aroma, tekstur, dan rasa produk Milo Indonesia 3 in 1 Sachet (35 g), serta peningkatan skor penerimaan keseluruhan atribut organoleptik produk Milo Malaysia 3 in 1 Sachet (33 g). Hasil penelitian menunjukkan bahwa preferensi di Kota Pontianak cenderung dipengaruhi kualitas organoleptik produk, sedangkan preferensi di Kota Batam cenderung dipengaruhi oleh kombinasi kualitas organoleptik dan informasi merek suatu produk.

Berdasarkan hasil penelitian dapat disimpulkan bahwa konsumen di kedua wilayah perbatasan tidak menunjukkan persepsi dan preferensi yang lebih tinggi terhadap produk impor. Persepsi positif dan preferensi organoleptik ditunjukkan terhadap produk lokal, khususnya produk Bengbeng Drink Sachet (30 g). Implikasi strategis penelitian menunjukkan bahwa produsen lokal perlu mempertahankan keunggulan organoleptik dan memperkuat citra merek produk untuk meningkatkan daya saing terhadap produk impor yang beredar di Indonesia. Hasil penelitian ini diharapkan dapat menjadi dasar bagi Badan Pengawas Obat dan Makanan (BPOM) untuk melakukan penindakan terhadap produk impor Tanpa Izin Edar (TIE) sebagai wujud peningkatan perlindungan konsumen di wilayah perbatasan Indonesia.

The circulation of imported instant chocolate powder products without distribution permits / TIE in Indonesia’s border regions has become a significant concern. The data from the Indonesian Food and Drug Supervisory Agency (BPOM) during the period of 2021–2023 indicate that 64% of the 1,039 recorded cases involved processed food products, of which 23% were imported instant chocolate powder drinks. This phenomenon has the potential to influence consumer perceptions and preferences, thereby affecting the competitiveness of local products and posing potential food safety risks. Therefore, this study aims to examine consumption patterns and consumer perceptions of local and imported instant chocolate powder drinks in border regions, as well as to analyze consumer acceptance levels through affective organoleptic testing using hedonic rating methods.

This research was conducted in Pontianak and Batam from June to September 2024. The study was carried out in several stages, including the development and validation of perception and consumption questionnaires, determination of the required of respondents, preparation and validation of the sample testing protocol, sample preparation, and organoleptic evaluation using blind (brand-hidden) and unblind (brand-visible) hedonic rating tests. Respondents were selected using a purposive sampling technique. A total of 100 respondents were recruited in each city, as determined through calculations using G*Power software, confirmed using Slovin formula, and met the standards for affective sensory testing methods.

The panelists in this study were selected based on specific criteria, including being native residents of the border regions of Pontianak City or Batam City, having perior experience consuming instan chocolate powder beverages of both local and imported origin, being aged 15-55 years, having and educational background ranging elementary school to master’s or doctoral level. All panelist were in good physical condition, did not experience health issues that could affect taste and olfactory sensitivity, were not in a state of hunger, had no allergies to chocolate or milk, and were willing to participate all stages of the study until completion. The hedonic rating tests was conducted using blind (hidden brand) and unblind (visible brand) test condition on four instant chocolate powder drink product samole, namely Milo Indonesia 3 in 1 Sachet (35 g), Milo Malaysia 3 in 1 Sachet (33 g), Ovaltine Thailand Sachet (22 g), and Bengbeng Drink Sachet (30 g). Data were analyzed using descriptive statistical methods to descriptive statistics to characterize respondents, along with Duncan’s Multiple Range Test (DMRT) and t-tests to analyze differences in organoleptic attribute acceptance.

The results show that respondents in Pontianak City were predominantly married women aged 21–25, whereas respondents in Batam City were predominantly unmarried women aged 26–30. In both regions, most respondents held a bachelor’s degree and were employed as private-sector employees, laborers, civil servants, or freelancers. Consumption patterns of instant chocolate powder drinks in both border regions were relatively low, with a dominant consumption frequency of once per month. Consumer perceptions in both regions tended to be more positive toward local products. These perceptions were influenced by personal consumption experiences, price affordability, perceived benefits, product quality, packaging design, product information, brand reputation, and social recommendations.

Hedonic preferences based on blind testing exhibited different patterns between the two regions. In Pontianak City, Bengbeng Drink Sachet (30 g) consistently received the highest acceptance scores across all organoleptic attributes. In Batam City, the same product obtained the highest acceptance scores for aroma, texture, and taste attributes. Conversely, Milo Malaysia 3 in 1 Sachet (33 g) and Ovaltine Thailand Sachet (22 g) generally received the lowest acceptance scores for several attributes in both regions.

Brand information influenced organoleptic acceptance differently across regions. In Pontianak City, unblind testing showed increased acceptance scores for Ovaltine Thailand Sachet (22 g), increased scores for color, aroma, and texture attributes of Milo Indonesia 3 in 1 Sachet (35 g), and a decrease in taste acceptance for Milo Malaysia 3 in 1 Sachet (33 g). In Batam City, unblind testing revealed that brand information increased acceptance scores for aroma, texture, and taste attributes of Milo Indonesia 3 in 1 Sachet (35 g), as well as overall organoleptic acceptance of Milo Malaysia 3 in 1 Sachet (33 g). These findings indicate that consumer preferences in Pontianak City are primarily influenced by the intrinsic organoleptic quality of products, whereas preferences in Batam City are shaped by a combination of organoleptic quality and brand information.

In conclusion, consumers in both border regions do not demonstrate higher perceptions or preferences for imported instant chocolate powder products. Instead, positive perceptions and organoleptic preferences are predominantly associated with local products, particularly Bengbeng Drink Sachet (30 g). The strategic implications of this study suggest that local producers should maintain their organoleptic strengths while strengthening brand image to enhance competitiveness against imported products circulating in Indonesia. Furthermore, the findings are expected to provide a scientific basis for BPOM to strengthen regulatory actions against imported products without distribution permits (TIE), thereby enhancing consumer protection in Indonesia’s border regions.