Faktor-Faktor yang Mempengaruhi Tingkat Konsumsi Kopi (Studi Kasus Di Kedai Armor Kopi dan Kafe Coffee Story, Kota Malang).

Indarsyah, Dedy (2014) Faktor-Faktor yang Mempengaruhi Tingkat Konsumsi Kopi (Studi Kasus Di Kedai Armor Kopi dan Kafe Coffee Story, Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Berdasarkan data Gabungan Asosiasi Ekspor Kopi Indonesia/GAEKI (2013), Indonesia berada di posisi ketiga sebagai negara produsen kopi terbesar setelah Brazil dan Vietnam. Sekitar 520 ribu ton kopi atau 71% dari total produksi kopi Indonesia masuk ke dalam pasar internasional, sedangkan sisanya dikonsumsi di dalam negeri dan disimpan sebagai carry over stocks oleh pedagang dan eksportir, sebagai cadangan permintaan pasar sewaktu-waktu. Pada tahun 2013 konsumsi kopi per kapita Indonesia adalah 1,371 kg/kapita/tahun yang termasuk dalam kategori konsumsi kopi yang rendah, terlebih dibandingkan dengan negara-negara pesaing produsen kopi, Brasil misalnya. Mereka memiliki tingkat konsumsi kopi hingga mencapai 6,02 kg/kapita/tahun (ICO, 2013). Dalam peningkatan konsumsi kopi domestik , perlu dilakukan pemahaman konsumsi kopi dan faktor-faktor yang berpengaruh terhadap tinggi rendahnya tingkat konsumsi kopi pada masyarakat. Konsumsi kopi masyarakat kota yang lebih berorientasi pada kepraktisan dan kesenangan dalam mengkonsumsi dapat dipenuhi oleh adanya kedai kopi dan kafe yang mulai menjamur di berbagai sudut kota dan selalu ramai dikunjungi konsumen. Berdasarkan hal tersebut, peneliti tertarik untuk meneliti konsumsi kopi dan faktor-faktor yang mempengaruhinya . Tujuan penelitian ini adalah (1) Mendeskripsikan gambaran umum konsumsi kopi di kedai kopi dan kafe (2) Menganalisis faktor-faktor yang mempengaruhi tingkat konsumsi kopi di kedai kopi dan kafe. Lokasi Penelitian ditentukan dengan metode Purposive yaitu tertuju di dua lokasi yaitu Kedai Armor Kopi dan Kafe Coffee Story . Penentuan sampel dilakukan dengan metode accidental sampling , karena besarnya elemen populasi yang ada di kedua lokasi penelitian tidak terhitung nilainya. Jenis data yang digunakan adalah data primer dan sekunder. Sumber data dalam penelitian ini diperoleh dari responden konsumen kopi dan beberapa instansi terkait, yaitu situs resmi Direktorat Jendral Bina Perkebunan (Ditjenbun), situs resmi Asosiasi Eksporti Kopi Indonesia (AEKI), situs resmi International Coffee Organization (ICO). Untuk menjelaskan gambaran umum dan faktor-faktor yang mempengaruhi tingkat konsumsi kopi di kedai kopi dan kafe digunakan metode analisis deskriptif dan metode OLS ( Ordinary Least Square ) dengan model persamaan regresi berganda. Secara umum, rata-rata tingkat konsumsi kopi di kedai dan kafe sebesar 3,57 kg per orang per tahun, angka tersebut termasuk kedalam kategori tingkat konsumsi kopi menengah. Konsumsi kopi di kedai dan kafe terbagi ke dalam 3 jenis kopi yang dikonsumsi, kopi instan, kopi murni, dan kopi campuran. Sebagian besar dari anak muda ( < 25 tahun) responden adalah konsumen kopi Instan dan kopi campuran, sedangkan usia > 25 tahun banyak mengkonsumsi kopi murni. Alasan konsumen kopi di kedai dan kafe mengkonsumsi kopi adalah untuk menyegarkan badan dan tidak kantuk setelah mengkonsumsi kopi. Alasan lain yang membuat responden mengkonsumsi kopi adalah kopi merupakan media untuk bersosialisasi ( nongkrong ) bersama kerabat, teman sekolah/kuliah, rekan kerja, maupun bagi pengusaha bertemu klien bisnis yang biasanya dilakukan di Kedai Armor Kopi dan Kafe Coffee Story . Tingkat konsumsi kopi di kedai dan kafe dipengaruhi secara signifikan oleh variabel usia (X 2 ), variabel dummy budaya nongkrong (D 1 ), variabel dummy sosial keluarga (D 2 ), variabel dummy persepsi kesehatan (D 3 ), dan variabel dummy jenis kelamin (D 4 ), Sedangkan variabel yang secara statistik tidak signifikan mempengaruhi tingkat konsumsi kopi diantaranya adalah pendapatan (X 1 ). Variabel yang paling berpengaruh terhadap tingkat konsumsi kopi konsumen di kedai dan kafe adalah variabel dummy persepsi kesehatan (D 3 ).

English Abstract

Based on data from the GAEKI (Gabungan Asosiasi Ekspor Kopi Indonesia, 2013), Indonesia is in the third position as the countrys largest coffee producer after Brazil and Vietnam. Approximately 520 thousand tons of coffee or 71% of the total Indonesian coffee production into the international market, while the rest is consumed domestically and is stored as a carry-over stocks by traders and exporters, as a reserve market demand at any time. In 2013 Indonesias per capita coffee consumption is 1,371 kg / capita / year includ ing in the category of coffee consumption is low, especially compared with competitor countries coffee producer, Brazil for example. They have high levels of coffee consumption to achieve 6.02 kg / capita / year (ICO, 2013). Efforts to increase domestic coffee consumption, coffee consumption is necessary to the understanding and the factors that affect the high and low levels of coffee consumption on society. Coffee consumption-oriented urban community on the practicality and for consuming can be satisfied by the presence of coffee shops and cafes are growing in various corners of big cities. Many coffee shops and cafes are always crowded with customers. Based on text above , researchers are searching for coffee consumption and the factors influencing it. The purpose in this research are (1) to describe an overview of coffee consumption in coffee shops and cafes (2) Analyze the factors that affecting the coffee consumption level in coffee shops and cafes. The location is determined by the purposive method research is focused on two location namely Armor Kopi Coffee Shop and Coffee Story Cafe. The samples made ​​with accidental sampling method, because of the large population of existing elements in the two sites are incalculable value. The data used are primary and secondary data. Sources of data in this research was obtained from the consumer respondents coffee and some related agencies, the official website of the Directorate General of Estate Crops Development (Ditjenbun), the official website of the Association of Indonesian Coffee Eksporti (AICE), the official website of the International Coffee Organization (ICO ). To explain the general picture and the factors that affect the level of consumption of coffee in the coffee shop and cafe used descriptive analy ze metodh s and OLS (Ordinary Least Square) by using a multiple regression model. G eneral ly , the average coffee consumption level consumers at 3.57 kg per person per year and included into the category of medium coffee consumption level. Coffee consumptionin coffeeshops and cafes are divided into 3 types of coffee, instant coffee, pure coffee, and coffee mixture. Most of the Malang citizen young people (<25 years) ar a consumer Instant coffee and coffee mixtures, whereas age> 25 years consume lots of pure coffee. Respondents obtained a coffee consumer, who consumes a good start from as little as possible in the week to the coffee consumed 3-4 times a day, and from morning till night. The biggest reason respondents consume coffee is to refresh the body as many as 46 respondents, and the reason for socializing ( nongkrong )is also the reason that many respondents selected that is equal to 41 and a small portion of respondents reasoned coffee consumption habit and to warm the body. Coffee consumption level in coffeeshops and cafes are significantly influenced by the variable age (X2), a culture ( nongkrong ) dummy variable (D1), social (family) dummy variable (D2), perception (health) dummy variable (D3), and a gender dummy variable (D4) . W hile the variable that was not statistically significantly affect coffee consumption level include inco

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FP/2014/301/051406406
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Hasbi
Date Deposited:	22 Oct 2014 09:16
Last Modified:	20 Oct 2021 06:59
URI:	http://repository.ub.ac.id/id/eprint/129771

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