RIFALDI, MOCHAMAD (2015) PERSEPSI KONSUMEN TERHADAP KOPI CAP KUPU-KUPU (Suatu Kasus di Kecamatan Rangkasbitung, Kabupaten Lebak). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

The aims of this research are (1) to find out the consumer’s characteristics the coffee of Kupu-Kupu and (2) to analyze consumer’s perception toward Coffee of Kupu-Kupu at Rangkasbitung District, Lebak Regency. The attributes that are used in this research is the price, taste, aroma, color and viscosity. This research used Non-Probability sampling method, which the involved respondents used accidental sampling method. The technique of perception data analysis the coffee of Kupu-Kupu analyzed with Multidimensional Scalling (MDS). The result of this research showed the characteristics of respondents, based on the gender were male 96% and female 4%, based on the age who consume coffee of Kupu-Kupu were <=20 (8 %), 21-30 (26%), 31-40 (30%), 41-50 (26%), and >=50 (10%), based on the employment that most is self-employed (58%) and income of the respondents that most is Rp. 1.000.000 (38%). Furthermore, the result of this research showed that the perception based on attributes of Kupu-Kupu coffee, coffee of Dian and coffee of Ayam, and as a result the coffee of Kupu-Kupu is the cheapest, the coffee of Dian and Ayam have the same price, the taste and aroma of Kupu-Kupu coffee has an advantage while the coffee of Dian and Ayam have the same attribute in aroma and flavor, in addition to the coffee of Kupu-Kupu,Dian and Ayam have a viscosity is not much different, however, in color attribute the coffee of Dian have black color, while coffee of Kupu-Kupu and Ayam have a brownish color

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