CONSUMER ATTITUDE ON THE PEOPLE’S COFFEE OF PROCESSED ROBUSTA IN SOME REGENCIES OF JEMBER, LUMAJANG AND MALANG

Abstract

Consumer has an important role in determining whether one product can attract him or not
seen from several attributes available. This research aims at analyzing the main attributes
possessed by processed product of people’s coffee ‘Robusta’ in several regencies of Jember,
Lumajang and Malang. Meanwhile, the data required in this research were primary data
which could be obtained by conducting a deep interview through questionnaire.
Furthermore, this research was descriptive quantitative. The questionnaire was given to 180
respondents of coffee’s consumers taken from the three regencies (Jember, Lumajang and
Malang) employing accidental sampling method. The data obtained were then processed by
employing behavior’s method of consumer’s trust to multi attributes of Fishbein Model.
Based on the data analysis, it showed that the highest score was aroma attribute (1,254), then
taste (1,106), obtaining easiness (0,804), price (0,739), packaging design (0,661), label
(0,535), brand (0,527), storage length (0,452), packaging size (0,077), and the lowest was
color’s sharpness (0,063). This result showed that the consumer of people’s coffee Robusta
would prefer coffee’s aroma as their priority, taste, ease of obtaining, price, packaging design
to the other attributes.