Analisis Preferensi Konsumen Terhadap Coffee Milk pada Kedai Kopi Friendzone di Kota Bontang

Abstract

Seiring berkembangnya zaman cara dan kebiasaan meminum kopi di kalangan masyarakat juga semakin berubah, contohnya, kopi saat ini diminum dengan berbagai cara, ada yang disajikan dengan ampas, tanpa gula, dengan gula, susu atau creamer dan diminum dengan makanan ringan. Saat menikmati kopi juga tidak hanya terbatas di pagi hari saja namun sudah banyak masyarakat yang menikmati kopi saat jam istirahat siang, bersantai di sore ataupun malam hari. Coffee Milk merupakan salah satu produk minuman kopi yang paling sering disajikan di setiap coffee shop karena minuman ini cukup mudah untuk dibuat hanya dengan campuran kopi dan susu saja, namun tentu saja racikan di setiap coffee shop akan menghasilkan coffee milk yang berbeda dengan ciri khas masing-masing. Kedai Kopi Friendzone merupakan salah satu coffee shop yang berada di Kota Bontang, yang berdiri sejak tahun 2020. Penelitian ini bertujuan untuk menganalisis proses keputusan pembelian konsumen pada produk coffee milk serta preferensi konsumen terhadap atribut produk coffee milk yang berada di kedai kopi Friendzone. Penelitian ini menggunakan teknik systematic random sampling dengan pemilihan unsur sampel secara bertahap, hanya unsur pertama yang dipilih secara acak, untuk unsur selanjutnya dipilih secara sistematis sejumlah 110 orang. Pernyataan responden pada kuesioner menggunakan pengukuran ranking. Analisis data pada penelitian ini menggunakan analisis deskriptif dan analisis konjoin menggunakan aplikasi Software SPSS versi 26 dan Microsoft Excel 2021. Hasil penelitian menunjukkan urutan kepentingan atribut menurut responden yaitu level susu, harga kopi, kadar gula, level kopi, dan cita rasa kopi. Responden cenderung memilih minuman olahan coffee milk dengan takaran less milk (rendah susu), dengan harga Rp16.000 - Rp20.000, tingkat kemanisan yang normal, memiliki level kopi yang dark (tinggi kopi), dan cita rasa kopi yang pahit.

Along with the development of the era, the ways and habits of drinking coffee among the people are also changing, for example, coffee is currently drunk in various ways, some are served with dregs, without sugar, with sugar, milk or creamer and are drunk with snacks. When enjoying coffee is also not only limited to the morning, but many people already enjoy coffee during lunch breaks, relax in the afternoon or at night. Coffee Milk is one of the most frequently served coffee drink products in every coffee shop because this drink is quite easy to make with just a mixture of coffee and milk, but of course the concoctions in every coffee shop will produce different coffee milk with their own characteristics. respectively. Friendzone Coffee Shop is one of the coffee shops located in Bontang City, which was established in 2020. This study aims to analyze the consumer buying decision process for coffee milk products and consumer preferences for the attributes of coffee milk products in Friendzone coffee shops. This study used a systematic random sampling technique with the selection of sample elements in stages, only the first element was randomly selected, for the next element it was systematically selected by 110 people. Respondents' statements on the questionnaire used ranking measurements. Data analysis in this study used descriptive analysis and conjoint analysis using the SPSS software application version 26 and Microsoft Excel 2021. The results showed the order of importance of the attributes according to the respondents, namely milk level, coffee price, sugar content, coffee level, and coffee taste. Respondents tend to choose coffee milk processed drinks with less milk (low milk), with a price of Rp16,000 - Rp20,000, a normal level of sweetness, has a dark coffee level (high coffee), and a bitter coffee taste.