FAKTOR YANG MEMENGARUHI PILIHAN PELANGGAN TERHADAP KOPI DEKAFEINASI DI KEDAI KOPI KIOPI
Abstract
Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi keputusan konsumen dalam memilih kopi dekafeinasi di kedai kopi KIOPI. Pertumbuhan konsumsi kopi yang meningkat seiring dengan kesadaran terhadap kesehatan mendorong munculnya preferensi terhadap kopi rendah kafein sebagai alternatif yang lebih aman. Pendekatan kuantitatif merupakan metode penelitian yang digunakan dengan teknik pengumpulan data melalui kuesioner terhadap 45 responden yang merupakan konsumen KIOPI. Data dianalisis menggunakan metode Exploratory Factor Analysis (EFA) dengan bantuan SPSS. Hasil analisis menunjukkan bahwa data memenuhi kriteria kelayakan untuk dilakukan analisis faktor, yang ditandai dengan nilai Kaiser-Meyer-Olkin (KMO) sebesar 0,653 dan signifikansi Bartlett’s Test sebesar 0,000. Analisis faktor menghasilkan dua faktor utama yang memengaruhi keputusan konsumen, yaitu faktor kesehatan dan psikologis serta faktor sensorik dan kenyamanan fisik. Faktor kesehatan menjadi faktor dominan yang mendorong konsumen memilih kopi dekafeinasi, diikuti oleh faktor rasa dan kenyamanan lambung. Penelitian ini memberikan implikasi bahwa produk kopi dekafeinasi tidak hanya diposisikan sebagai alternatif kesehatan, tetapi juga harus mempertahankan kualitas rasa untuk memenuhi ekspektasi konsumen modern.
References
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Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Apaolaza, V., Hartmann, P., D’Souza, C., & López, C. M. (2018). Eat organic—Feel good? The relationship between organic food consumption, health concern, and subjective wellbeing. Food Quality and Preference, 63, 51–62. https://doi.org/10.1016/j.foodqual.2017.07.011
Colombo, R., & Papetti, A. (2021). Decaffeinated coffee and its benefits on health: Focus on systemic disorders. Critical Reviews in Food Science and Nutrition, 61(15), 2506–2522. https://doi.org/10.1080/10408398.2020.1779175
Gardiner, C., Weakley, J., Burke, L. M., Roach, G. D., Sargent, C., Maniar, N., Townshend, A., & Halson, S. L. (2023). The effect of caffeine on subsequent sleep: A systematic review and meta-analysis. Sleep Medicine Reviews, 69, 101764. https://doi.org/10.1016/j.smrv.2023.101764
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8 ed.). Cengage Learning.
Jaeger, S. R., Vidal, L., Kam, K., & Ares, G. (2017). Consumer-driven product development in the food industry: Insights from sensory and consumer science. Current Opinion in Food Science, 15, 1–6. https://doi.org/10.1016/j.cofs.2017.04.002
Jeon, J. S., Kim, H. T., Kim, I. H., Kim, K. H., Khan, N., & Shin, J. H. (2019). Comparison of caffeine and other xanthines in decaffeinated coffee and regular coffee. Journal of Food and Drug Analysis, 27(1), 383–391. https://doi.org/10.1016/j.jfda.2018.09.006
Kotler, P., & Keller, K. L. (2016). Marketing Management (15 (ed.)). Pearson Education.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Mahoney, C. R., Giles, G. E., Marriott, B. P., Judelson, D. A., Glickman, E. L., Geiselman, P. J., & Lieberman, H. R. (2019). Intake of caffeine in the United States: Brief history and review of motives. Nutrients, 11(11), 2411. https://doi.org/10.3390/nu11112411
Nystrand, B. T., & Olsen, S. O. (2020). Consumers’ attitude and intention to purchase functional foods: The role of personal norms and health consciousness. Food Quality and Preference, 80, 103827. https://doi.org/10.1016/j.foodqual.2019.103827
O’Callaghan, F., Muurlink, O., & Reid, N. (2018). Effects of caffeine on sleep quality and daytime functioning. Risk Management and Healthcare Policy, 11, 263–271. https://doi.org/10.2147/RMHP.S156404
Piqueras-Fiszman, B., & Jaeger, S. R. (2016). Emotion Measurement in Consumer Research (B. Piqueras-Fiszman & S. R. Jaeger (ed.)). Woodhead Publishing. https://doi.org/10.1016/B978-0-08-100508-8.00001-8
Quintão, R. T., Pereira, B. P., & Suerdem, A. (2017). The taste transformation ritual in specialty coffee consumption. Journal of the Association for Consumer Research, 2(4), 483–494. https://doi.org/10.1086/693529
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165. https://doi.org/10.1016/j.jretconser.2017.06.004
Safitri, R., & Anna, A. (2025). Multidimensional analysis of changing eating habits: Understanding the coffee shop phenomenon in Indonesia. Media Gizi Indonesia, 20(1), 1–11. https://doi.org/10.20473/mgi.v20i1.1-11
Samoggia, A., & Riedel, B. (2019). Consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 11(3), 653. https://doi.org/10.3390/nu11030653
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12 ed.). Pearson Education.
Sepúlveda, W. S., Maza, M. T., & Pardos, A. (2016). Aspects influencing coffee consumption: The case of specialty coffee. British Food Journal, 118(5), 1120–1138. https://doi.org/10.1108/BFJ-08-2015-0291
Sirgy, M. J., & Lee, D. J. (2018). Well-being marketing: An overview. Journal of Macromarketing, 38(2), 205–224. https://doi.org/10.1177/0276146718756381
Suhartanto, D., Ali, M. H., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: The role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Temple, J. L., Bernard, C., Lipshultz, S. E., Czachor, J. D., Westphal, J. A., & Mestre, M. A. (2017). The safety of ingested caffeine: A comprehensive review. Frontiers in Psychiatry, 8, 80. https://doi.org/10.3389/fpsyt.2017.00080
Topolska, K., Florkiewicz, A., & Filipiak-Florkiewicz, A. (2021). Functional food—Consumer motivations and expectations. International Journal of Environmental Research and Public Health, 18(11), 5527. https://doi.org/10.3390/ijerph18115527
U.S. Food and Drug Administration. (2023). Spilling the beans: How much caffeine is too much? U.S. Department of Health and Human Services. https://www.fda.gov/consumers/consumer-updates/spilling-beans-how-much-caffeine-too-much
Watkins, M. W. (2018). Exploratory factor analysis: A guide to best practice. Journal of Black Psychology, 44(3), 219–246. https://doi.org/10.1177/0095798418771807
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Published
2026-10-15
How to Cite
Handoko, R. K., Agustini, M. Y. D. H., & Suciarto, A. S. (2026). FAKTOR YANG MEMENGARUHI PILIHAN PELANGGAN TERHADAP KOPI DEKAFEINASI DI KEDAI KOPI KIOPI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(3), 512-525. https://doi.org/10.31955/mea.v10i3.7861
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