Preferensi Konsumen Kopi di Kabupaten Bondowoso dan Implikasinya terhadap Strategi Pemasaran Kopi Java Ijen Raung Kabupaten Bondowoso

Abstract

Bondowoso Regency is the best Arabica coffee producing district in Indonesia, known as Kopi Java Ijen Raung, but the coffee consumed is not Kopi Java Ijen Raung but other processed coffee. This phenomenon certainly requires the Java coffee agroindustry Ijen Raung to develop coffee products to be more acceptable to coffee consumers in Bondowoso. An information about the consumers preferencees deeply needed, it making easy for owner Kopi Java Ijen Raung to determine marketing strategy. The results showed that price is dominant criteria for customer to buy a coffee. Coffee costumer are prefered to choose an own made coffee because of a price, tasty, smelty and quality of coffee and prefered to choose Torabika Coffee because of its colour than the others.