Analisis Persepsi Konsumen Gen Z terhadap Produk Minuman Kopi yang Ideal Menggunakan Multidimensional Scaling

Abstract

Indonesia is one of the world's leading coffee producers and domestic coffee consumption continues to rise, particularly among Generation Z. This generation that born between 1995 and 2010, is entering productive age and significantly influences market trends. As coffee becomes part of their lifestyle, understanding their perception of the ideal coffee product is crucial for producers. This study aims to explore Generation Z consumers’ perceptions of the ideal coffee beverage using the Multidimensional Scaling (MDS) method. MDS is a statistical technique used to visualize the level of similarity or dissimilarity between objects by projecting them into a spatial map. A total of 96 respondents aged 18 to 27 from the University of Jember participated in this research. Data were collected through online questionnaires and analyzed using MDS to visualize both sensory and non-sensory attributes. The findings reveal that the ideal coffee, according to Generation Z, is characterized by a dominant bitter taste, chocolate flavor, dark brown color, and balanced thickness. The preferred coffee bean is robusta with a medium roast level. Caramel is the most favored additive, and the pressure-based brewing method (e.g., espresso) is preferred. Cold serving temperature is more desirable than hot, with an ideal price range of IDR 10,000 to 30,000. The STRESS values from MDS analysis confirmed a high goodness-of-fit, indicating that the perceptual mapping accurately represented respondents’ preferences. These results offer valuable insights for the coffee industry, especially in designing and marketing coffee products that align with Generation Z’s taste preferences and consumption behavior.