| dc.description.abstract | This research is aimed to identify: (1) consumer perception towards the local
ground coffee (powder) products; (2) factors affecting consumer decision to purchase
coffee; (3) characteristics of coffee powder sought by consumers; and (4) right product
development strategy for the local coffee. Study area is determined by deliberately
(purposive method). Analyses of the data used are analytical hierarchy process (AHP) and
factor analysis. The results show: (1) the respondents perceived that “Kapal Api” coffee is
better than the local coffee and other branded coffee, (2) availability and product, price and
social environment factors, and product quality are identified as the factors affecting
consumer decision to purchase coffee in Jember, (3) Based on priority scales,
characteristics of coffee powder sought by consumers are price (St2), product (St1),
promotion (St4), and place (St3) respectively, (4) Based on the perceptions of respondents
in details, product strategy consists of the taste (P5), aroma (P6), brand (P4), practicality
(P1), packaging design (P3), package size (P2), meanwhile promotion strategies consists
of advertisement (P7), sales promotion (P8), public relations (P10), and face to face sales
(P9). | en_US |
