Preferensi Konsumen terhadap Keputusan Pembelian Minuman Kopi Vokafe Sekolah Vokasi IPB University

Abstract

Perkembangan industri kopi di Indonesia meningkatkan persaingan antar- kedai kopi, termasuk Vokafe di Sekolah Vokasi IPB University. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, proses keputusan pembelian, preferensi terhadap atribut minuman kopi, serta menilai kelayakan usaha. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan purposive sampling terhadap 67 responden. Data dianalisis menggunakan analisis deskriptif, analisis konjoin, dan analisis kelayakan usaha. Hasil menunjukkan mayoritas konsumen merupakan mahasiswa berusia 18–25 tahun (88%) dan berdomisili di Bogor (68,7%). Analisis konjoin menunjukkan pelayanan menjadi atribut paling penting (27,039%), diikuti rasa kopi (20,798%), tingkat kemanisan (19,906%), ukuran minuman (18,194%), dan harga (14,063%). Konsumen lebih menyukai minuman dengan rasa seimbang, harga Rp20.000, tingkat kemanisan manis, ukuran 450 ml, dan pelayanan ramah. Berdasarkan analisis non-finansial dan finansial, usaha Vokafe dinilai layak untuk dijalankan dan dikembangkan.

The rapid growth of Indonesia's coffee industry has intensified competition among coffee shops, including Vokafe at the IPB University Vocational School. This study aimed to identify consumer characteristics, purchasing decision processes, consumer preferences for coffee beverage attributes, and evaluate business feasibility. A descriptive quantitative approach was employed using purposive sampling involving 67 respondents. Data were analyzed through descriptive analysis, conjoint analysis, and business feasibility analysis. The findings revealed that most consumers were students aged 18–25 years (88%) and resided in Bogor (68.7%). Conjoint analysis indicated that service was the most important attribute (27.039%), followed by coffee taste (20.798%), sweetness level (19.906%), beverage size (18.194%), and price (14.063%). Consumers preferred coffee with a balanced taste, a price of IDR 20,000, a sweet sweetness level, a 450 mL serving size, and friendly service. Overall, non-financial and financial analyses confirmed that Vokafe is feasible for operation and further development.