Analisa perilaku konsumen terhadap minuman kopi pada masyarakat Kota Banda Aceh

FAKHRURRAZI, Prof. Dr. Ir. Sri Anggrahini, MS

2009 | Tesis | S2 Teknologi Hasil Perkebunan

Penelitian ini bertujuan menganalisa perilaku konsumen dalam pengambilan keputusan untuk minum kopi, mengetahui tingkat konsumsi kopi di masyarakat Kota Banda Aceh dan mengetahui kadar kafein bubuk kopi Robusta dari sampel warung kopi Romen, warung kopi Taufik dan warung kopi Jasa Ayah. Penelitian ini dilakukan dengan 4 tahap yaitu a). Penelitian survei menggunakan kuesioner dengan jumlah responden 120 masyarakat peminum kopi, 30 pengusaha warung kopi, teknik pengambilan sampel dengan purposive sampling; b). Uji kesukaan terhadap 30 panelis; c). Analisa kadar kafein; d). Analisa data hasil penelitian. Hasil penelitian survei dari 120 responden peminum kopi kebanyakan laki-laki (95,8 %), dengan tingkat usia 31 – 40 tahun (40,0 %), sudah kawin (67,5 %), tingkat pendidikan sarjana (53,3 %) dan pekerjaan wiraswasta (49,2 %). Frekuensi minum kopi 2 kali/hari (40,0%), waktu minum kopi setiap saat (50,8%). Alasan minum kopi bukan karena haus (97,5 %), tapi karena rasa khas kopi (69,2 %), aroma (100 %), bisa bergairah (37,5 %), suasana warung kopi bisa bebas berekpresi (60,0 %), pergi ke warung kopi bersama sahabat dekat ( 47,5 %), jarak lokasi > 1 km (55,8 %), harga minuman kopi tidak menentukan (74,2 %), kombinasi minuman kopi agak kental (44,2 %), tingkat kemanisan sedang (65,0 %) dan kondisi minuman kopi panas (92,5 %). Kopi yang dikonsumsi jenis kopi Robusta (95,0 %), cara penyajian minuman kopi disaring (96,7 %), responden menyukai kopi hitam tambah gula (89,2 %). Tingkat konsumsi kopi rumah tangga 2,92 kg/orang/tahun.Warung kopi buka dari shubuh hingga tengah malam (56,7 %), konsumen datang ke warung kopi setiap harinya > 100 orang/hari, waktu sore dan malam konsumen yang paling ramai, kopi bubuk habis > 5 kg/hari. Kopi bubuk yang di olah merupakan hasil blending dari kopi Robusta yang berasal dari Lamno, Geumpang dan Gayo Lues, dengan tingkat penyangraian berat (43,3 %), penyimpanan biji kopi lebih dari 3 minggu (43,3 %). Uji kesukaan untuk warung kopi Romen warna (agak suka), aroma (netral), rasa (agak tidak suka), warung kopi Taufik warna (agak suka), aroma (agak suka), rasa (agak suka) dan warung kopi Jasa Ayah warna (netral), aroma (suka), rasa (suka). Kandungan kafein kopi bubuk warung kopi Romen (1,89 % bk), warung kopi Taufik (2,71 % bk) dan warung kopi Jasa Ayah (2,10 % bk).

This research has objective to analyze consumer behaviour in decision making to drink coffee, identify coffee consumption level in Banda Aceh and caffeine content of Robusta coffee powder from samples of Romen coffee shop, Taufik coffee shop and Jasa Ayah coffee shop. This research was carried out in four stages: a) survey research using questionnaire with respondents of 120 coffee drinkers and 30 coffee shop owners using purposive sampling method; b) preferential test by 30 panelists; c) caffeine content; and d) analysis of research data. Survey result from 120 respondents indicated that most coffee drinker is male (95.8%), 31-40 year old (40%), married (67.5%), bachelor degree (53.3) and occupation of private employee (49.2%). Frequency of drinking coffee is twice a day (40%) and coffee drinking is at anytime (50.8%). Reasons of drink coffee are not only thirsty (97.5%), characteristic coffee taste (.69.2%), aroma (100%), stimulant (37.5%), shop condition conducive for free expression (60%), going to coffee shop with friend (47.5%), shop distance less than 1 km (55.8%), uninfluencing price (74.2%), strong coffee (44.2%), moderate sweet 65.0%) and hot coffee drink condition (92.5%). coffee consumed is Robusta (95%), serving is sieved (96.7%), and respondent like black coffee added with sugar (89.2%). In addition, coffee consumption level is 2.93 kg/person/year. Coffee shop opens from dawn to midnight (56.7%). Consumer coming in coffee shop is more than 100 persons a day. Most consumers come at afternoon and night. Powder coffee used is more than 5 kg day. Processed coffee is blending of Robusta coffee from Lambo, Geumpang and Gayo Lues. Coffee frying is heavy (43.3%). Coffee is stored more than 3 weeks (43.3%). Preferential test for Romen coffee shop indicated that colour is rather preferred, aroma preferred, taste rather not preferred. In Taufik coffee shop, colour is rather preferred, aroma rather preferred, taste rather preferred. In Jasa Ayah coffee chop, colour is neutral, aroma preferred, taste preferred. Caffeine content of powder coffee in Romen coffee shop, Taufik coffee shop, Jasa Ayah coffee shop are 1.89% bk, 2.71% bk, and 2.10% bk, respectively.

Kata Kunci : Warung kopi, Alasan meminum kopi,Tingkat konsumsi kopi, Kopi Robusta, coffee shop, reason of drinking coffee, coffee consumption level, Robusta coffee, caffeine.