ANALISIS KEPUASAN KONSUMEN DAN POSITIONING TERHADAP BIJI KOPI SINGLE ORIGIN ARABICA SUMATERA DAN JAWA BERDASARKAN PERSEPSI KONSUMEN DI UNIVERSITAS RIAU

Abstract

This study aims to identify differences in customer satisfaction with arabica single origin coffee beans from Sumatra and Java at the University of Riau and to develop a positioning map for arabica single origin coffee beans from Sumatra and Java at the University of Riau. The sample in this study was drawn using a purposive sampling method, namely sampling according to certain criteria. The questionnaire was aimed at active students from the University of Riau who had consumed arabica single origin coffee beans from Sumatra and Java. The number of sample populations used is up to 50 respondents from Riau University students. The data obtained were analyzed using the Mann Whitney U-Test to compare satisfaction with the IBM SPSS Statistic 26 software and the Multidimensional Scaling Mapping method using radar charts with the Microsoft Excel 2019 software. The results showed that customers at the University of Riau had the same satisfaction with the consumption of arabica single origin coffee beans from both region Sumatra and Java, and customer perception positioning map shows almost the same position on the aroma, taste, sweetness, uniformity and overall indicators, and customer perception shows a slightly different position on the celan cup, body, acidity, aftertaste and balance, i.e. one element, indicators is a little more important than the others.

Keywords: Customer Satisfaction, Positioning Map, Sumatra And Java Arabica Single Origin Coffee Beans, Mann Whitney-U Test, Radar Chart