The Relationship Between Taste, Price, and Packaging Design To Consumer Purchase Interest in Ketakasi Coffee in Si-domulyo Village, Silo District, Jember Regency
DOI:
https://doi.org/10.32528/ias.v3i2.625Keywords:
Buyer Behavior, Coffee, ConsumersAbstract
Companies always research buyer behavior to determine consumer desire for their products. This increases consumer satisfaction so that the product is liked and company profits also increase. Nowadays, coffee can be processed into various flavors that can be enjoyed. This phenomenon gave rise to the idea for farmer groups or cooperatives in Sidomulyo Village, Silo District, Jember Regency to produce coffee with the distinctive taste of Ketakasi coffee packaged in various designs. The research objectives are (1) Identifying consumer perceptions of the taste of Ketakasi coffee (2) Identifying consumer perceptions of the price of Ketakasi coffee (3) Identifying consumer perceptions of Ketakasi coffee packaging design (4) Analyzing the relationship between taste, price and packaging design with purchase intention Ketakasi coffee consumers. The research method uses a qualitative descriptive method which was carried out purposively on consumers of Kertakasi robusta coffee. The research sample consisted of 33 consumers based on Taro Yamane's formula calculations. The research results show (1) Ketakasi robusta coffee has a strong aroma, strong aftertaste, and delicious taste (2) The price of canned Ketakasi coffee is affordable, the price is in line with product quality and competitive with similar products (3) Robusta coffee packaging design. Kertalasi displays attractive packaging and clear product information (4) The relationship between taste, price, and packaging design on consumers' buying interest in Ketakasi coffee in Sidomulyo Village, Silo District, Jember Regency is that taste has a sufficient but not significant correlation, price has a sufficient correlation and significant, and packaging design has a very weak but not significant correlation.
Downloads
References
Anoraga, BJ, & Iriani, SS (2014). The influence of lifestyle and reference group on purchasing decisions for Samsung Galaxy brand smartphones. BISMA (Business And Management), 6(2), 139–147.
Arif, R., Kahrir, AMSA, Nildayanti, N., Kumalawati, Z., & Suriansyah, S. (2020). WATERING THE PLANTING MEDIA OF COFFEE SHOPS (Coffea sp) AT VARIOUS PGPR CONCENTRA-TIONS. Agroplantae: Applied Scientific Journal of Cultivation and Management of Agricultural and Plantation Plants, 9(2), 49–59.
BPS-Statistics. (2023). Indonesian Statistics (Statistical Yearbook of Indonesia, 2023). Publication Number: 03220.1509. BPS Catalog: 1101001. Number of Pages: xxxviii+ 670 pages. ISSN: 0126-2912 (Vol. 2023).
Budiaji, W. (2013). Measurement scale and number of Likert scale responses. Journal of Agricul-tural and Fishery Sciences, 2(2), 127–133.
Citra, T., & Santoso, SB (2016). Analysis of the influence of product quality and brand image on purchasing decisions for continuous form printing through brand trust (Study at Perkerjaan Jadi Jaya Group, Semarang). Diponegoro Journal of Management, 5(2), 158–169.
Dilasari, EM, & Yosita, G. (2022a). The Influence of Taste and Promotion via Social Media on Consumer Purchasing Decisions for Janji Jiwa Bandar Lampung Coffee. REVENUE: Journal of Islamic Business Management, 3(1), 25–40.
Dilasari, EM, & Yosita, G. (2022b). The Influence of Taste and Promotion via Social Media on Consumer Purchasing Decisions for Janji Jiwa Bandar Lampung Coffee. REVENUE: Journal of Islamic Business Management, 3(1), 25–40.
Diyatma, A., & Rahayu, I. (2017). The Influence of Promotion via Instagram Social Media on Purchasing Decisions for Saka Bistro & Bar Products. EProceedings of Management, 4(1).
Drummond, K. E., & Brefere, L. M. (2021). Nutrition for foodservice and culinary professionals. John Wiley & Sons.
Dwityanti, E. (2008). Analysis of factors that influence consumer buying interest in Mandiri inter-net banking services. Diponegoro University, 21.
Fadli, MR (2021). Understand the design of qualitative research methods. Humanika, Scientific Studies in General Subjects, 21(1), 33–54.
Farisi, S. (2018). The influence of brand image and product quality on the decision to purchase Adidas shoes among students at Muhammadiyah University, North Sumatra.
Hamni, A. (2013). Potential for Technological Development of the Lampung Coffee Production Process. MECHANICAL, 4(1).
Haribowo, R., Tannady, H., Yusuf, M., Wardhana, GW, & Syamsurizal, S. (2022). Analysis of the Role of Social Media Marketing, Product Quality and Brand Awareness on Purchasing Deci-sions of Restaurant Customers in West Java. Management Studies and Entrepreneurship Journal (MSEJ), 3(6), 4024–4032.
Klimchuk, M.R., & Krasovec, S.A. (2007). Packaging design: Planning a successful product brand from concept to sale. Erlangga Publishers.
Kurniawan, A., & Ridlo, MR (2017). Consumer behavior of teenagers who enjoy coffee shops. Dilemma, 32(1), 9–22.
Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good. SAGE publica-tions.
Maino, G. P., Sepang, J. L., & Roring, F. (2022). THE INFLUENCE OF PRODUCT INNOVA-TION, PRICE PERCEPTIONS AND PROMOTIONS ON PURCHASING INTEREST IN VEREL BAKERY AND COFFEE. EMBA Journal: Journal of Economics, Management, Business And Ac-counting Research, 10(1), 184–190.
Mardiana, S. (2013). The role of marketing communications in shaping consumer behavior. LONTAR: Journal of Communication Sciences, 2(2).
Marhaenanto, B., Soedibyo, DW, & Farid, M. (2015). Determining the Roasting Time for Coffee Based on Varying Degrees of Roasting Using the RGB Color Model in Digital Image Processing. Journal of Agrotechnology, 9(02), 102–111.
Muhson, A. (2015). Correlation Analysis. Lecture Diktat. Yogyakarta State University.
Mukhtar, S., & Nurif, M. (2015). The role of packaging in increasing production results for con-sumers. Journal of Social Humanities (JSH), 8(2), 181–191.
Natadjaja, L. (2007). Analysis of Graphic Elements of Indomie Goreng Packaging Design for Lo-cal and Export Markets. Nirmana, 9(1), 20–30.
Panggabean, IE (2011). Coffee smart book. AgroMedia.
Praja, Y. (2022). The Influence of Advertising, Price and Product Quality on Consumer Repur-chase Interest in Kapal Coffee in Bondowoso Regency. Indonesian Journal of Management and Business, 8(1), 31–41.
Rahardjo, P. (2017). Coffee gardening. Self-Help Spreader.
Rosandi, S. (2014). The influence of brand image and packaging design on consumer purchasing interest in Ultra milk products (study at the Heroine Cafeteria, Faculty of Economics, Surabaya State University). Journal of Commerce Education (JPTN), 2(2).
Simbolon, M. (2007). Perception and personality. Journal of Economics, 1(1), 52–66.
Subakti, AG, Tenironama, D., & Yuniarso, A. (2018). Consumer Perception Analysis. THE Jour-nal: Tourism and Hospitality Essentials Journal, 8(1), 31–38.
Taufik, A., Santoso, S., Fahmi, MI, Restuanto, F., & Yamin, S. (2022). The role of service and product quality on customer loyalty. Journal of Consumer Sciences, 7(1), 68–82.
Yudihartanti, Y. (2018). Determining the Relationship between Research Subjects and Final Pro-jects with Spearman Rank Correlation. Jutisi: Scientific Journal of Informatics Engineering and In-formation Systems, 6(3), 1691–1694.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
