The Indonesian Coffee Consumers Perception on Coffee Quality and the Effect on Consumption Behavior W B Sunarharum, D Y Ali, T Mahatmanto, P I Nugroho, N E Asih, A P Mahardika, and I Geofani
1 Brawijaya Senso-Gastronomy Centre, Sensory and Applied Food Science, Department of Agricultural Product Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Malang, Indonesia
2 PT. Santos Jaya Abadi - Kapal Api Global, Indonesia
Abstract
The main issue of coffee commodity in Indonesia besides productivity is quality consistency. Defective coffee has a low quality level as well as low selling value and potentially detrimental for the coffee industry. However, despite its potential impact on coffee consumption behavior, the study on coffee quality based on Indonesian consumer perspectives is still limitedly published. This study aimed to investigate Indonesian coffee consumer perception on coffee quality and the effect on consumption behavior. The study was conducted using an online survey to coffee communities involving coffee consumers, farmers, barista, Q-graders and coffee-based entrepreneurs in Indonesia. The data was analyzed using Minitab 17 Statistical Software (Minitab Inc., State College, Pennsylvania, USA), and further explored using Principal Component Analysis (PCA) (The Unscrambler X (Camo, Oslo, USA). The result indicated that determining coffee quality is somehow difficult due to different perception on coffee quality and understanding on coffee defect.
