Consumer Evaluation of Espresso Drinks Using Anaerobic Processed Arabica Coffee Beans at Kopi Kita 789
DOI:
https://doi.org/10.55927/wakatobi.v4i1.120Keywords:
Assessment, Consumer, Coffee, Anaerobic ProcessAbstract
This study examines consumer perceptions of the full arabica anaerobic espresso process at Kopi Kita 789, which adopted this method after observing increased sales. Using a quantitative descriptive approach with questionnaires, interviews, and documentation, data were collected from 70 respondents. The assessment focused on five indicators: aroma, acidity, body, aftertaste, and flavor. Results showed an overall average score of 3.59, indicating that consumers generally liked the product. These findings suggest that the full arabica anaerobic process positively influences customer preferences. The study is expected to support Kopi Kita 789 in evaluating, maintaining, and enhancing the quality of its espresso offerings to remain competitive and meet consumer expectations.
References
Adnan. (2018). The influence of consumer behavior on the decision to purchase Morinaga milk in Lhokseumawe City. Visioner & Strategis Journal, 1(9), 1–9.
Arikunto, S. (2019). Research procedures: A practical approach. Jakarta: Rineka Cipta.
Ayu. (2013). Journal of the relationship between consumer socio-demographic characteristics and responses to marketing communication stimuli. Marketing Journal, 125.
Dewi. (2013). Consumer behavior. Palembang: Penerbit Citrabooks Indonesia.
Diwangkoro, E. (2016). Tingkat kepuasan konsumen terhadap kualitas kopi dan kualitas pelayanan di Kafe Kopi Garasi Candi Winangun Ngaglik Sleman Yogyakarta [Skripsi, Universitas Negeri Yogyakarta].
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2010). Consumer behavior (6th ed., Vol. 1). Jakarta: Binarupa Aksara.
Najiyati, S., & Danarti. (1997). Coffee cultivation and post-harvest processing. Jakarta: Penebar Swadaya.
Panggabean, E. (2019). The coffee handbook. Jakarta: Agromedia Pustaka.
Penggabean, E. (2011). The handbook. Jakarta: ArgoMedia.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior and marketing strategy (9th ed.). New York: McGraw-Hill Irwin.
Riyanto, S., & Hatmawan, A. A. (2020). Quantitative research methods: Research in management, engineering, education, and experimentation. Yogyakarta: Deepublish.
Rosmawati. (2018). Pokok-pokok hukum perlindungan konsumen. Depok: Prenada Media Group.
Saputra, T. S., Hidayat, K., & Sunarti. (2017). Pengaruh kualitas produk terhadap keputusan dan dampaknya terhadap kepuasan konsumen penggunaan iPhone. Jurnal Administrasi Bisnis, Universitas Brawijaya.
Tamonsang, M., & Amalia, E. (2021). Pengaruh kualitas produk, nilai pelanggan (customer value) terhadap kepuasan pelanggan pada krupuk rambak kulit sapi Magetan. Jurnal Manajemen dan Bisnis, 2(1), 43.
Wijaya, M., & Megawati, Y. (2011). Analisis penilaian konsumen terhadap kesadaran merek restoran fast food di Jakarta. Business & Management Journal Bunda Mulia, 7(2).
