WHAT KIND OF COFFEE DO YOU LIKE? A STUDY OF INDONESIAN COFFEE BEANS PREFERENCE USING NEUROMARKETING

• Main Author: SARIRAHAYU (29016025), KARTIKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28399
• Institution: Institut Teknologi Bandung

The increasing number of coffee shops in Indonesia especially in big cities such as Bandung and Jakarta, has led to intense competition among coffee producers. These coffee producers compete to serve coffee with the best taste. No doubt if taste is an important factor of good quality coffee and also the major consideration when consumers choose coffee beans. The purpose of this study is to determine the consumer preference towards Indonesian coffee beans by using electroencephalography (EEG) method. <br /> <br /> To pursue this goal, the authors conducted the study using mixed methodologies in sequence, first using semi-structured interviews to identify the most purchased coffee beans by consumers and the important element in the flavor of coffee products. The coding system is used to analyze the interview data. The results of this study become attributes at the next research stage. The next step, used survey method by spreading questionnaire and blind taste experiment conducted by brain wave analysis (Electroencephalogram/EEG). Here, the participants recorded their brain waves using EMOTIV Insight while trying coffee with various combinations consisting of coffee beans (Aceh Gayo, Java Preanger, Kintamani, Wamena, and Toraja Sapan), post-harvest process (honey process, wet, semi- wet, and dry), and roasting levels (light brown, medium, and dark). <br /> <br /> The results showed, there is no correlation between age and gender to consumer preferences. The male consumer prefers a strong and bitter taste of coffee with a slight sweetness, while female consumers prefer coffee a balanced flavor with a bit of sweetness and bitterness.