Efelin, Retno Putri (2019) Representasi Sosial Kopi Single Origin Sebagai Moderasi Indonesia Menuju Konsumsi Berkelanjutan. Sarjana thesis, Universitas Brawijaya.
Abstract
Peningkatan atas konsumsi kopi tentunya membuat adanya peningkatan permintaan kopi. Hal tersebut tentunya juga mempengaruhi permintaan dari kopi single origin yang dapat disajikan dengan teknik seduh manual brewing atau digunakan untuk bahan dasar minuman kopi. Fenomena tersebut dapat terjadi karena adanya perubahan gaya hidup masyarakat terhadap kopi. Fenomena tersebut juga merupakan sebuah kesempatan bagi pemilik kedai kopi untuk mengembangkan bisnisnya dengan menawarkan banyak menu di sebuah kedai kopi. Selain itu,fenoeman ini juga didukung dengan terjadinya gelombang ketiga pada kopi. Permasalahan tersebut yang menjadi dasaran munculnya penelitian tentang pemaknaan kopi single origin bagi konsumen kedai kopi. Penelitian dilakukan dengan pendekatan mix method. Responden yang digunakan yaitu 120 konsumen kedai kopi yang ditentukan dengan sampling accidental. 60 responden digunakan untuk menganalisis representasi sosial kopi single origin dan mengukur keberlanjutan konsumsi melalui tiga fase konsumsi dan 60 orang lainnya digunakan untuk menganalisis korelasi antara representasi sosial kopi single origin dengan loyalitas konsumen terhadap menu kopi di kedai kopi serta 50 kedai kopi untuk menganalisis korelasi antara representasi sosial dengan pengelolaan yang dilakukan oleh kedai kopi. Pengumpulan data dilakukan dengan wawancara,kuisioner dan studi literatur. Hasil penelitian yaitu bahwasanya representasi sosial kopi single origin oleh konsumen kedai kopi adalah sebuah identitas. Terdapat delapan kategori kata yang dihasilkan representasi sosial konsumen kedai kopi yaitu rasa, identitas, suasana, natural, minuman, budaya, aroma dan suhu. Kategori kata tersebut sebelumnya telah diolah menggunakan metode similiarity analysis. Central core dari representasi sosial tersebut adalah identitas, dimana acuan konsumen dalam melakukan konsumsi di kedai kopi yaitu identitas. Berkaitan dengan representasi sosial kopi single origin, hasil analisis korelasi menjelaskan bahwasanya representasi sosial variabel identitas dan suasana tinggi hubungannya dengan loyalitas konsumen terhadap menu kopi di kedai kopi. Hasil tersebut tentunya telah menggambarkan kondisi gelombang ketiga kopi,akan tetapi kondisi konsumen kopi single origin belum mengarah ke kondisi gelombang ketiga kopi dikarenakan terdapat beberapa variabel kopi single origin yang tidak menjadi top main bagi konsumen kopi. Selain itu, kondisi konsumsi berkelanjutan yang dilakukan oleh konsumen kopi single origin yaitu konsumen lebih cenderung melakukan konsumsi dengan mempertimbangkan konsumsi berkelanjutan yaitu pada fase usage atau penggunaan.
English Abstract
The increase in coffee consumption certainly makes an increase in demand for coffee. This of course also affects the demand for single origin coffee which can be served with manual brewing techniques or used as a base for coffee drinks. This phenomenon can occur due to changes in people's lifestyle towards coffee. This phenomenon is also an opportunity for coffee shop owners to grow their business by offering a lot of menus in a coffee shop. In addition, this function is also supported by the occurrence of the third wave of coffee. These problems are the basis of the emergence of research on the meaning of single origin coffee for coffee shop consumers. The study was conducted with a quantitative approach. Respondents used were 120 coffee shop consumers who were determined by accidental sampling. 60 respondents were used to analyze the social representation of single origin coffee and measure the sustainability of consumption through three consumption phases and 60 other people were used to analyze the correlation between social representation of single origin coffee and consumer loyalty to coffee shops in coffee shops and 50 coffee shops to analyze correlations between representations social management with coffee shops. Data collection is done by interviews, questionnaires and literature studies. The result of the study is that the social representation of single origin coffee by coffee shop consumers is an identity. There are eight word categories produced by the social representation of coffee shop consumers, namely taste, identity, atmosphere, natural, drink, culture, aroma and temperature. The word category was previously processed using the similiarity analysis method. Central core of social representation is identity, where the consumer's reference in consuming coffee shop is identity. Regarding the social representation of single origin coffee, the results of the correlation analysis explain that the social representation of identity variables and atmosphere is high in relation to consumer loyalty to the coffee menu in the coffee shop. These results certainly have illustrated the condition of the third wave of coffee, but the condition of single origin coffee consumers has not yet led to the condition of the third wave of coffee because there are several variables of single origin coffee that are not top play for coffee consumers. In addition, the condition of sustainable consumption by single origin coffee consumers is that consumers are more likely to consume by considering sustainable consumption, namely in the usage or usage phase.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/171/051906914 |
| Uncontrolled Keywords: | - |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture > 338.17 Products > 338.173 73 Products (Coffee) |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Aug 2020 03:02 |
| Last Modified: | 18 Aug 2020 03:02 |
| URI: | http://repository.ub.ac.id/id/eprint/173374 |
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