Driving Factor of Consumer Preferences for Food and Beverages Product Enriched with Green Tea Powder

Abstract

In general, people have known tea as a refreshing and healthy beverage product. Green tea powder is one of the raw materials for the meter industry which contains a lot of polyphenols and antioxidants beneficial for health. The purpose of this study was to evaluate consumer preferences for a variety of food and beverage products containing green tea powder. The research method used is a positive approach and descriptive statistics. Primary data and information were collected from 200 respondents through a survey using well-structured questionnaires and interviews. Organoleptic test (hedonic or preference test) is a technique used in testing the acceptability of various food and beverage products. The hedonic scale is used to determine the level of preference, which is then analyzed using the same multi-attribute ideal number as the Semantic Differential Method. The results showed that 53% of respondents liked the taste of products enriched with green tea powder. Tea lattes, cupcakes, and layer cakes are products that are not favored. They have a preference value of 1.79, 1.48, 1.48, respectively. This means that the product has a dislike attribute, especially in taste, while bread is the most preferred product with a preference value of 0.31. In increasing consumer preferences for food and beverage products enriched with green tea powder, there are at least four development priorities that must be carried out, namely determining the right combination of product composition, improving texture, competitive prices, being more attractive and good, environmentally friendly packaging, create the uniqueness of product.