Preferensi Konsumen dalam Memilih Tiga Produk Kopi (Kapal Api, Fresco, dan Kahyangan): Sebuah Pendekatan Grid Analysis

Abstract

The presence of various types of coffee in Jember Regency is a testament to the richness and diversity of coffee drinking culture. With the variety of coffee types and brewing methods offered, consumers are now given the opportunity to explore a wider spectrum of flavours and aromas. Each coffee brand or product circulating in Jember Regency has different physical characteristics such as taste, packaging design, colour, aroma, viscosity, and coffee grounds. The purpose of this study was to determine consumer preferences in choosing three coffee products (ship fire coffee, fresco coffee, and kahyangan coffee). This study uses the Grid Analysis method to determine consumer preferences. This study used 75 samples from 5 sub-districts spread across Jember Regency (Sumbersari, Pakusari, Bangsalsari, Arjasa and Jenggawah). The results of the analysis show that Kapal Api coffee tends to be favoured by respondents compared to fresco and Kahyangan coffee. This is because Kapal Api Coffee has advantages in terms of taste, aroma, viscosity, colour and packaging design, while Kahyangan Coffee only excels in its fine coffee powder. Therefore, it is necessary to improve the quality and branding of fresco and Kahyangan coffee in Jember Regency