SIKAP KEPERCAYAAN KONSUMEN TERHADAP KOPI ARABIKA BLUE IJEN OLAHAN MEREK “DAKO JULIE“ DI KABUPATEN BONDOWOSO JAWA TIMUR

Abstract

The purpose of this study was to analyze the attitude of consumer trust towards Arabica processed coffee in Bondowoso Regency with a brand based on a predetermined multi-attribute. This research was conducted purposively in Bondowoso Regency where this area was chosen because it is included in the Arabica coffee center and has a coffee processing unit and a place to sell processed coffee products that have been produced. While the sampling or respondents were selected by giving consumer confidence and using the accidental sampling method. For consumer trust attitudes, there are several attributes related to processed coffee products to be analyzed, including price, taste, aroma, label, and packaging design. While the Fishbein model illustrates that consumer attitudes towards a product or brand are determined by 2 (two) factors: 1) Trust in one product or brand attribute (bi component); 2) The importance of evaluating the attributes of a product (ei components). The results of the study show that the multi-attributes that exist in community Arabica coffee are as follows: aroma, labeling, are priorities for Arabica coffee products, followed by packaging design then taste and price. According to gender, it is known that female consumers are
also quite potential consumers of Arabica coffee products, although in general male consumers still dominate as the most coffee consumers. Based on the research results, it is known that female coffee lovers reach 40% of respondents and 60% are male.