Pengaruh Suhu Lingkungan dan Karakteristik Penyajian Kopi terhadap Preferensi dan Purchase Intention dengan Pendekatan Consumer Neuroscience

Caroline Rachel Eka Permatasari, Dr. Eng. Ir. Titis Wijayanto, S.T., M.Sc., IPM., ASEAN Eng.

2026 | Skripsi | TEKNIK INDUSTRI

Konsumsi kopi terus meningkat secara global maupun di Indonesia, yang tercermin dalam beragam aspek coffee consumption behavior, seperti intensitas konsumsi, pilihan jenis kopi, serta situasi dan kondisi saat konsumsi berlangsung. Variasi perilaku ini menunjukkan bahwa preferensi dan kemauan membeli konsumen terhadap kopi dipengaruhi oleh berbagai faktor, baik intrinsik maupun kontekstual. Penelitian ini bertujuan untuk mengkaji pengaruh kombinasi faktor intrinsik dari minuman, yakni suhu penyajian dan pemberian gula kopi, serta faktor kontekstual berupa suhu lingkungan, terhadap preferensi dan kemauan membeli serta respons neurofisiologis konsumen.

Penelitian ini melibatkan 31 partisipan berusia 18-34 tahun dengan frekuensi konsumsi kopi minimal tiga kali dalam seminggu. Partisipan menjalani blind test terhadap sampel kopi dengan berbagai kombinasi suhu penyajian dan pemberian gula di lingkungan dengan suhu dingin dan panas. Aktivitas otak direkam menggunakan Electroencephalography (EEG) dan dianalisis melalui relative power ratio (RPR) dan frontal asymmetry gelombang alfa dan beta. Selain itu, pengukuran subjektif juga dilakukan untuk mengevaluasi atribut sensori, preferensi, dan kemauan membeli.

Hasil penelitian menunjukkan bahwa suhu lingkungan dan suhu penyajian berpengaruh signifikan terhadap preferensi serta kemauan membeli. Pada lingkungan panas, kopi dingin lebih disukai, sementara pada lingkungan dingin tidak ditemukan adanya perbedaan signifikan antara kopi panas dan dingin. Intensitas aroma kopi berkorelasi positif dengan peningkatan preferensi dan kemauan membeli, sedangkan tingkat keasaman tidak menunjukkan korelasi signifikan dengan preferensi maupun kemauan membeli. Secara neurofisiologis, preferensi di lingkungan panas berkaitan dengan peningkatan aktivitas alfa dan beta di area frontal, sedangkan di lingkungan dingin, konsumsi kopi panas memengaruhi aktivitas beta serta frontal asymmetry (FAA dan FBA). Temuan ini membantu pelaku bisnis kopi dalam optimalisasi pengalaman konsumen melalui strategi menu adaptif dan penyesuaian suhu ruangan berdasarkan respons objektif consumer neuroscience. 

Coffee consumption continues to increase globally as well as in Indonesia, as reflected in various aspects of coffee consumption behavior, such as consumption intensity, choice of coffee type, and the situational context in which consumption occurs. This variation in behavior indicates that consumers’ preferences and purchase intentions toward coffee are influenced by multiple factors, both intrinsic and contextual. This study aims to examine the combined effects intrinsic beverage factors: serving temperature and sweetness level, and contextual factor: environmental temperature, on consumer preferences, purchase intention, and neurophysiological responses.

This study involved 31 participants aged between 18 and 34 years who consumed coffee at least three times per week. Participants underwent blind tests of coffee with varying combinations of serving temperature and sweetness level under both cold and hot environmental conditions. Brain activity was recorded using Electroencephalography (EEG) and analyzed through Relative Power Ratio (RPR) and frontal asymmetry of alpha and beta waves. In addition, subjective measurements were conducted to assess sensory attributes, preferences, and purchase intention.

The results showed that environmental temperature and serving temperature significantly influenced both preference and purchase intention. In hot environments, cold coffee was preferred, whereas no significant differences between cold and hot coffee were found in cold environments. Aroma intensity was positively correlated with preference and purchased intention, while acidity showed no significant correlation with preference or purchase intention. Neurophysiologically, preference in hot environment was associated with increased alpha and beta activity in the frontal area. In contrast, in cold environments, hot coffee consumption influenced beta activity as well as frontal asymmetry (FAA and FBA). These findings empower coffee businesses to optimize consumer experiences by adapting menu strategies and ambient temperatures based on objective neuroscientific insights.

Kata Kunci : consumer neuroscience, EEG, preferensi konsumen, kopi