Analisis Strategi Perilaku Konsumen Terhadap Cita Rasa Kopi Luwak
DOI:
https://doi.org/10.63822/9ts5qz57Keywords:
Customer Service, Luwak Coffee, Taste ImageAbstract
Civet coffe is one of the distinctive types of coffe from Indonesia that is famous for its unique production process and the taste of civet coffe,which raises questions about how consumer perceptions and behaviors toward this product are formed.The main issue in this research is how consumers interpret the taste of civet coffe and what factors influence their product.This study aims to again an in-depth understanding of consumer perceptions of the taste of civet coffe and to explore the reasons behind their preferences or disinterest in this production.The research was conducted using qualilative methods,seeking information through data and some articles from internal sources.The results show that the majority of informants consider the taste of civet coffe to have unique characteristics,being smoother,not too acidic,and having a distinctive aroma not found in regular coffe.some consumers also interpret,Kopi luwak:Do they really appreciate the unique flavor,or is the purchase decision more influenced by trends,social status,or perceptions of exclusivity? In addition, the lack of adequate information about the production process and the authenticity of the product also becomes on of the barriers in forming a positive perception and consumer loyalty towards kopi luwak.
References
Babin, B. J., Darden, W. R., & Griffin, M. (1994) Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Cresswell, J. W. (2013). Qualitative Inquiry and Research Design: Choocing Among Five Approaches (3rd ed). SAGE Publications.
Dedi, & Rita. (2023) Perilaku konsumen dalam perspektif Budaya dan Sosial. Journal Ekonomi Sosial, 7(3), 101-113.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Dryden Press.
Kolter, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Nugroho, B. A. (2021) Persepsi Konsumen terhadap Kopi Premium Berdasarkan Nilai Hedonis. Jurnal Ilmu Manajemen dan Bisnis, 12(12), 45-57.
Prasetyo, H., & Yuliana, R. (2020). Simbolisme Konsumsi dalam Budaya Minum Kopi. Jurnal Komunikasi dan Budaya, 8(1), 33-49.
Rofiq, M. A., & Dewi, R. P. (2019). Persepsi Konsumen terhadap Cita dan Atribut Produk Kopi Luwak. Jurnal Ilmu Ekonomi dan Bisnis Islam, 3(2), 75-89.
Sari, M. D., & Hidayat, R. (2020). Nilai Budaya dan Preferensi Konsumen Kopi Lokal. Jurnal Ekonomi Kreatif dan Pariwisata, 3(1), 15-28.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed). Prentice Hall.
Setiawan, Y., & Andini, F. (2022). Studi Fenomenologi Cita Rasa dan Nilai Ekslutuvitas pada Konsumen Kopi Luwak. Jurnal Psikologi Sosial, 5(1), 60-77,
Sufriadi, D. (2023). Workshop Kewirausahaan: Menumbuhkan Jiwa Enterpreneurship Generasi Z Di Era Kampus Merdeka. Jurnal Akselerasi Merdeka Belajar Dalam Pengabdian Orientasi Masyarakat (AMPOEN) : Jurnal Pengabdian Kepada Masyarakat, 1(2), 21-26.
Tjiptono, F. (2008). Strategi Pemasaraan. Yogyakarta: Andi.
Tjandra, S. N. (2014). Sintaksis Jepang. Jakarta : Bina Nusantara.
Liputan6.com . (2019, 18 Maret). 4 Ciri-ciri Globalisasi Yang Tanpa Disadari Mengubah Kehidupan. Diakses pada 19 Maret 2019.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ananda Aprilia, Halimah Zahrah, Yunisa Nuramalia, Dea Ingrid Ramadani (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
