Preferensi Konsumen terhadap Produk Kopi Specialty Yeast Fermentation pada Kopi Sarongge Kabupaten Cianjur

Abstract

Perkembangan kopi spesialti mendorong inovasi proses pascapanen seperti fullwash yeast fermentation, namun preferensi konsumen terhadap kopi tersebut belum dipahami. Penelitian ini bertujuan menganalisis preferensi konsumen terhadap atribut produk, menyusun strategi pemasaran, serta menganalisis kelayakan pengembangan usaha. Penelitian menggunakan pendekatan kuantitatif dan deskriptif melalui kuesioner kepada 63 responden, dianalisis dengan model Fishbein, pendekatan STP, bauran pemasaran 4P, dan R/C Rasio. Hasil menunjukkan preferensi konsumen dipengaruhi atribut sensori (rasa, aroma, acidity, body, aftertaste, warna, gurih) dan non-sensori (harga, promosi, informasi proses, ketersediaan produk, keamanan kemasan), dengan kesesuaian harga paling dipertimbangkan dan keamanan kemasan memperoleh sikap paling positif. Strategi yang dihasilkan berorientasi pada peningkatan kualitas produk, harga sepadan kualitas, perluasan distribusi, dan penguatan promosi digital. R/C Rasio meningkat dari 1,16 menjadi 1,67 setelah penerapan produk, menunjukkan usaha layak dikembangkan dengan prospek keberlanjutan baik.

The growth of specialty coffee encouraged post-harvest innovations such as fullwash yeast fermentation, yet consumer preferences toward such products remained poorly understood. This study aimed to analyze consumer preferences toward product attributes, formulate marketing strategies, and assess business feasibility. The research used a quantitative and descriptive approach through a questionnaire administered to 63 respondents, analyzed using the Fishbein model, the STP approach, the 4P marketing mix, and the R/C ratio. Results showed consumer preferences were influenced by sensory attributes (taste, aroma, acidity, body, aftertaste, color, savoriness) and non-sensory attributes (price, promotion, process information, availability, packaging safety); price suitability was valued most, while packaging safety received the most positive attitude. Strategies focused on improving product quality, aligning price with quality, expanding distribution, and strengthening digital promotion. The R/C ratio increased from 1,16 to 1,67 following product development, indicating good business feasibility and sustainability prospects.