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Abstrak (Bhs. Indonesia)

Budaya konsumsi kopi modern di Indonesia mengalami perkembangan yang pesat, termasuk di wilayah non metropolitan seperti Kabupaten Banyumas. Kehadiran coffee shop internasional seperti Starbucks tidak hanya mengubah pola konsumsi masyarakat, tetapi juga menjadi bagian dari gaya hidup modern, khususnya di kalangan mahasiswa dan generasi muda. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen Starbucks di Banyumas, mengetahui tingkat kepentingan setiap atribut dalam membentuk preferensi konsumen menggunakan conjoint analysis, serta mengetahui kombinasi level atribut yang paling disukai oleh konsumen.
Penelitian dilakukan di wilayah Banyumas selama November 2025 hingga Februari 2026 menggunakan metode kuantitatif deskriptif dengan pendekatan conjoint analysis. Pengambilan sampel dilakukan dengan teknik purposive sampling dan accidental sampling terhadap 100 responden yang memenuhi kriteria, yaitu berusia minimal 17 tahun, pernah membeli produk Starbucks minimal tiga kali, serta berdomisili di Banyumas. Data dikumpulkan melalui kuesioner secara offline dan online. Atribut yang dianalisis meliputi rasa, aroma, harga, asal kopi, roasting, varian, kandungan gula, kemasan, pelayanan, penyajian, dan fasilitas. Kombinasi atribut disusun menggunakan fractional factorial design sehingga diperoleh 27 stimulus yang dinilai responden menggunakan rating scale.
Hasil penelitian menunjukkan bahwa konsumen kopi Starbucks di Banyumas menyukai pelayanan memuaskan, kandungan gula sedikit, rasa seimbang, harga >Rp30.000, penyajian cold, fasilitas lengkap, varian milkbased, kemasan small, roasting medium, aroma kuat dan asal kopi Indonesia. Berdasarkan hasil conjoint analysis, atribut dengan tingkat kepentingan tertinggi adalah pelayanan, kemudian diikuti oleh kandungan gula, rasa, harga, penyajian, fasilitas, varian, kemasan, roasting, aroma, dan asal kopi. Penelitian ini menyimpulkan bahwa preferensi konsumen Starbucks di Banyumas tidak hanya dipengaruhi oleh kualitas produk kopi, tetapi juga oleh pengalaman konsumsi secara keseluruhan, seperti suasana tempat, pelayanan, dan citra merek. Kehadiran Starbucks di Banyumas mencerminkan perubahan budaya konsumsi kopi dari tradisional menuju gaya hidup modern yang dipengaruhi globalisasi. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi Starbucks dan pelaku usaha kopi lainnya dalam menyusun strategi pemasaran, pengembangan produk, serta peningkatan kualitas layanan sesuai preferensi konsumen di wilayah non metropolitan.

Abtrak (Bhs. Inggris)

Modern coffee consumption culture in Indonesia is experiencing rapid development, including in non metropolitan areas such as Banyumas Regency. The presence of international coffee shops like Starbucks has not only changed people's consumption patterns but has also become part of the modern lifestyle, especially among students and the younger generation. This study aims to determine the characteristics of Starbucks consumers in Banyumas, to determine the importance level of each attribute in shaping consumer preferences using conjoint analysis, as well as to identify the combination of attribute levels most preferred by consumers.
This study was conducted in the Banyumas region from November 2025 to February 2026 using a descriptive quantitative method with a conjoint analysis approach. Sampling was conducted using a purposive sampling technique and accidental sampling with 100 respondents who met the following criteria: at least 17 years old, having purchased Starbucks products at least three times and residing in Banyumas. Data were collected through offline and online questionnaires. The attributes analyzed included taste, aroma, price, coffee origin, roasting, variants, sugar content, packaging, service, presentation, and amenities. The combination of attributes was arranged using a fractional factorial design, resulting in 27 stimuli, which were rated by respondents using a rating scale.
The results of the study indicate that Starbucks coffee consumers in Banyumas prefer satisfactory service, low sugar content, balanced taste, price >Rp30,000, cold serving, complete facilities, milk based variants, small packaging, medium roasting, strong aroma, and Indonesian coffee origin. Based on the results of the conjoint analysis, the attribute with the highest level of importance is service, followed by sugar content, taste, price, serving, facilities, variants, packaging, roasting, aroma, and coffee origin. This study concludes that Starbucks consumer preferences in Banyumas are not only influenced by the quality of coffee products, but also by the overall consumption experience, such as the atmosphere of the place, service, and brand image. The presence of Starbucks in Banyumas reflects the change in coffee consumption culture from a traditional to a modern lifestyle influenced by globalization. The results of this study are expected to be a consideration for Starbucks and other coffee business actors in developing marketing strategies, product development, and improving service quality according to consumer preferences in non-metropolitan areas.

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