Artikel Ilmiah : A1F022084 a.n. TAUFEEQ AHMAD
| NIM | A1F022084 |
|---|---|
| Namamhs | TAUFEEQ AHMAD |
| Judul Artikel | Analisis Preferensi Konsumen dan Strategi Pengembangan Produk Kopi Susu di Patawi Coffee Roastery |
| Abstrak (Bhs. Indonesia) | Penelitian dilatarbelakangi oleh meningkatnya persaingan industri kedai kopi dan kebutuhan Patawi Coffee Roastery untuk mengembangkan produk kopi susu yang sesuai dengan preferensi konsumen. Pengembangan produk yang telah dilakukan sebelumnya belum didasarkan pada pemetaan preferensi konsumen, sehingga inovasi yang dihasilkan berpotensi kurang sesuai dengan kebutuhan dan keinginan konsumen. Penelitian ini bertujuan untuk mengkaji tingkat kepentingan dan nilai utilitas atribut produk kopi susu di Patawi Coffee Roastery serta merancang strategi pengembangan produk berdasarkan preferensi konsumen menggunakan metode SCAMPER Penelitian ini dilakukan di Patawi Coffee Roastery, Purwokerto, pada Januari hingga Mei 2026 menggunakan metode kuantitatif deskriptif. Preferensi konsumen dianalisis dengan konjoin terhadap empat atribut produk kopi susu, terdiri dari profil rasa (manis autentik, manis gurih, dan fruity), jenis susu (full cream dan oat milk), karakter kopi (kuat, seimbang, ringan), dan media promosi (diskon, bundling, dan cashback). Data diperoleh melalui penyebaran kuesioner dalam bentuk Google Form kepada responden yang memenuhi kriteria penelitian dan dianalisis menggunakan IBM SPSS Statistics 26. Hasil analisis konjoin diintegrasikan dengan metode SCAMPER untuk menghasilkan rekomendasi pengembangan produk. Hasil penelitian menunjukkan profil rasa merupakan atribut dengan nilai kepentingan tertinggi (49,66%), diikuti oleh karakter kopi (22,57%), media promosi (15,8%), dan jenis susu (11,96%). Nilai utilitas menunjukkan bahwa kombinasi atribut yang paling disukai responden adalah profil rasa manis gurih, susu full cream, karakter kopi seimbang, dan media promosi diskon. Berdasarkan hasil tersebut, metode SCAMPER melalui dimensi Combine, Modify, dan Rearrange digunakan untuk merancang rekomendasi pengembangan produk kopi susu yang berorientasi pada preferensi konsumen untuk meningkatkan penerimaan produk dan mendukung daya saing Patawi Coffee Roastery. |
| Abtrak (Bhs. Inggris) | The study was motivated by the increasing competition in the coffee shop industry and the need for Patawi Coffee Roastery to develop coffee milk products that align with consumer preferences. Previous product development efforts had not been systematically based on consumer preference mapping, potentially leading to products that did not meet consumer expectations. This study aimed to examine the importance value and utility value of coffee milk product attributes at Patawi Coffee Roastery and to formulate product development strategies based on consumer preference using the SCAMPER method. This research was conducted at Patawi Coffee Roastery, Purwokerto, from January to May 2026 using a descriptive quantitative approach. Consumer preferences were analyzed using conjoint analysis on four coffee milk attributes, namely flavor profile (authentic sweetness, sweet-savory, dan fruity), milk type (full cream and oat milk), coffee character (strong, balanced, and light), and promotional media (discount, bundling, and cashback). Data were collected through questionnaire via Google Form to respondents who met the research criteria and analyzed using IBM SPSS Statistics 26. The conjoint analysis results were subsequently integrated with the SCAMPER method to generate product development recommendations. The results showed that flavor profile was the most influential attribute in shaping consumer preferences, with an importance value of 49,66%, followed by coffee character (22,57%), promotional media (15,8%), and milk type (11,96%). Utility value revealed that consumers preferred a sweet-savory flavor profile, full cream milk, a balanced coffee character, and discount-based promotions are the most consumer preferred product combination. Based on the findings, the SCAMPER framework was employed through the dimensions of Combine, Modify, and Rearrange to formulate coffee milk product development recommendations toward consumer preferences in order to improve product acceptance and strengthen the competitiveness of Patawi Coffee Roastery. |
| Kata kunci | Analisis Konjoin, Preferensi Konsumen, SCAMPER, Kopi Susu |
| Pembimbing 1 | Dr. Ervina Mela Dewi, S.T., M.Si. |
| Pembimbing 2 | Nur Wijayanti, S.TP., M.P. |
| Pembimbing 3 | - |
| Tahun | 2026 |
| Jumlah Halaman | 88 |
| Tgl. Entri | 2026-08-13 22:10:41.589873 |