Preferensi Konsumen Terhadap Kopi Bersertifikat Indikasi Geografis Menggunakan Analisis Konjoin
Abstract
Sertifikasi Indikasi Geografis (IG) memberikan manfaat bagi produsen, konsumen, dan pembangunan pedesaan. Namun, terbatasnya informasi mengenai preferensi konsumen terhadap produk bersertifikat IG menyebabkan jumlah produk tersertifikasi masih relatif rendah. Di antara produk yang telah memperoleh sertifikasi IG, kopi merupakan komoditas dengan jumlah sertifikasi terbanyak. Penelitian ini bertujuan mengidentifikasi dan menganalisis atribut yang memengaruhi preferensi konsumen terhadap kopi bersertifikat IG. Penelitian dilakukan di Kota Banjarbaru, Kalimantan Selatan, dengan melibatkan 100 responden yang dipilih secara purposive sampling. Data dikumpulkan melalui wawancara dan kuesioner, kemudian dianalisis menggunakan analisis konjoin. Hasil penelitian menunjukkan bahwa atribut yang paling memengaruhi preferensi konsumen secara berurutan adalah asal daerah kopi, harga, kualitas kopi, dan bentuk produk. Konsumen bersedia membayar harga premium sebesar 20% untuk kopi bersertifikat IG. Kombinasi atribut yang paling disukai adalah kopi asal Toraja, dijual dengan harga premium 20%, berbentuk biji kopi sangrai, dan mengutamakan cita rasa sebagai atribut kualitas. Temuan ini menunjukkan potensi pengembangan kopi bersertifikat IG yang besar apabila manfaat dan nilai tambah sertifikasi dikomunikasikan secara efektif. Oleh karena itu, edukasi konsumen, penguatan pelabelan, serta promosi asal-usul dan nilai budaya kopi IG perlu ditingkatkan untuk memperkuat pengakuan pasar dan mendukung penerimaan harga premium.
References
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Putro, A. W., Rinnan, Å., & Frøst, M. B. (2026). Indonesians would like their coffee produced Organically! – Preferences for Iced Coffee Analysed with a Discrete Choice Experiment. Food Quality and Preference, 135, 1-12. https://doi.org/10.1016/j.foodqual.2025.105726.
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Samoggia, A., & Riedel, B. (2018). Coffee Consumption and Purchasing Behavior Review: Insights for Further Research. Appetite, 129, 70–81. https://doi.org/10.1016/j.appet.2018.07.002.
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Sihombing, V. U., Fariyanti, A., & Pambudy, R. (2023). Perilaku Konsumen Kopi: Proses Keputusan dan Kepuasan Konsumen Membeli Minuman Kopi Berlabel Fair Trade. Jurnal Ilmu Pertanian Indonesia, 28(2), 181–191. https://doi.org/10.18343/jipi.28.2.181.
Silva, A. A. N. da, & Freitas, A. F. de. (2025). The Impact of Geographical Indications on the Valuation and Differentiation of Coffee. Observatório De La Economía Latinoamericana, 23(3), 1-11. https://doi.org/10.55905/oelv23n3-014.
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Tripathi, V. (2024). Analyzing the Role of Legal Protection for Trademarks and Geographical Indications in Preserving Cultural Heritage and Enhancing Global Trade. Journal of Law and Intellectual Property Rights, 1(1). 50-63.
Wang, F., Wang, H., & Cho, J. H. (2022). Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis. Sustainability, 14(6). https://doi.org/10.3390/su14063463.
Waspiah, W., Niravita, A., Naelufar, R., Putri, N. M., Dany, &, & Saputra, E. (2024). From Bean to Benefit: How Indonesian Intellectual Property (IP) Law Protects the Coffee Farmers in Indonesia? Jambe Law Journal, 7(2), 429–453. https://doi.org/10.22437/jlj.7.2.429-453.
Ala, N., Nurmalina, R., & Suprehatin. (2024). Sikap dan Preferensi Konsumen Terhadap Kopi Arabika Gayo. Journal of Indonesian Agribusiness), 12(1), 120–130. https://doi.org/10.29244/jai.2024.12.1.
Artêncio, M. M., Giraldi, J. de M. E., & de Oliveira, J. H. C. (2022). A Cup of Black Coffee with GI, please! Evidence of Geographical Indication Influence on a Coffee Tasting Experiment. Physiology and Behavior, 245, 1-12. https://doi.org/10.1016/j.physbeh.2021.113671.
Bressani, A. P. P., Martinez, S. J., Batista, N. N., Simão, J. B. P., & Schwan, R. F. (2021). Into the Minds of Coffee Consumers: Perception, Preference, and Impact of Information in the Sensory Analysis of Specialty Coffee. Food Science and Technology (Brazil), 41, 667–675. https://doi.org/10.1590/fst.30720.
Budiraharjo, K., & Nurfadillah, S. (2025). How Geographical Indication Certification Affects Robusta Coffee Farmer Operations in Central Java, Indonesia. International Journal of Social Science and Economic Research, 10(2), 535-545. https://doi.org/10.46609/IJSSER.2025.v10i02.007.
Bulqis, P. D., Hermawan, H., & Afif, F. (2024). Generation Z and Coffee Tourism Trends. Gastronary, 3(2), 82–94. https://doi.org/10.36276/gastronomyandculinaryart.v3i2.739.
Cassago, A. L. L., Artêncio, M. M., de Moura Engracia Giraldi, J., & Da Costa, F. B. (2021). Metabolomics as a Marketing Tool for Geographical Indication Products: a Literature Review. European Food Research and Technology, 247(9), 2143–2159. https://doi.org/10.1007/s00217-021-03782-2.
Costanigro, M., Dubois, M., Gracia, A., & Cardebat, J.-M. (2025). The Information Value of Geographical Indications. Food Policy, 130, 102769. https://doi.org/https://doi.org/10.1016/j.foodpol.2024.102769.
Fernandez, F. X. E., Septiadi, D., Fernandez, F. X. E., & Septiadi, D. (2024). Daya Tarik Kopi Arabika dari Perspektif Perilaku Konsumen. Agroteksos, 34(1), 299-306. https://doi.org/10.29303/agroteksos.v34i1.1107.
John, I. (2023). Consumer Perceptions, Preferences and Awareness Towards Potential Geographical Indication of Products in Tanzania. Tanzanian Economic Review, 12(2), 43-56. https://doi.org/10.56279/ter.v12i2.121.
Kulshreshtha, K., Sharma, G., & Bajpai, N. (2023). Conjoint Analysis: the Assumptions, Applications, Concerns, Remedies and Future Research Direction. International Journal of Quality and Reliability Management, 40(2), 607–627. https://doi.org/10.1108/IJQRM-07-2021-0199.
Laksono, P., Irham, Mulyo, J. H., Suryantini, A., & Permadi, D. B. (2021). Small-Scale Farmers’ Preference in Adopting Geographical Indications’ Code of Practice to Produce Coffee in Indonesia: A Choice Experiment Study. E3S Web of Conferences, 316, 1-15. https://doi.org/10.1051/e3sconf/202131602018.
Liu, Q., & Wang, X. (2023). The Impact of Brand Trust on Consumers’ Behavior Toward Agricultural Products’ Regional Public Brand. PLoS ONE, 18(11), 1-21. https://doi.org/10.1371/journal.pone.0295133.
Mahmud, M. M. C., Shellie, R. A., & Keast, R. (2020). Unravelling the Relationship Between Aroma Compounds and Consumer Acceptance: Coffee as an Example. Comprehensive Reviews in Food Science and Food Safety, 19(5), 2380–2420. https://doi.org/10.1111/1541-4337.12595.
Manfrin Artêncio, M., Cassago, A. L. L., da Silva, R. K., Carvalho, F. M., Da Costa, F. B., Rocha, M. T. L., & de Moura Engracia Giraldi, J. (2023). The Impact of Coffee Origin Information on Sensory and Hedonic Judgment of Fine Amazonian Robusta Coffee. Journal of Sensory Studies, 38(3), e12827. https://doi.org/https://doi.org/10.1111/joss.12827.
Muliana, H., Fernandez, F. X. E., Lanang, G., & Tanaya, P. (2024). Analisis Preferensi Dan Kepuasan Konsumen Terhadap Kopi Arabika di Kota Mataram. Agrimansion, 25(1), 1-17.
Ong, A. K. S., Prasetyo, Y. T., Libiran, M. A. D. C., Lontoc, Y. M. A., Lunaria, J. A. V., Manalo, A. M., Miraja, B. A., Young, M. N., Chuenyindee, T., Persada, S. F., & Redi, A. A. N. P. (2021). Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach. Foods, 10(6), 1-16. https://doi.org/10.3390/foods10061382.
Pane, T. C., & Khaliqi, M. (2022). Consumers’ Preferences for North Sumatera Specialty Coffees. IOP Conference Series: Earth and Environmental Science, 977(1). https://doi.org/10.1088/1755-1315/977/1/012049.
Putro, A. W., Rinnan, Å., & Frøst, M. B. (2026). Indonesians would like their coffee produced Organically! – Preferences for Iced Coffee Analysed with a Discrete Choice Experiment. Food Quality and Preference, 135, 1-12. https://doi.org/10.1016/j.foodqual.2025.105726.
Sabio, R. P., & Spers, E. E. (2020). Chapter 15 - Does Coffee Origin Matter? An Analysis of Consumer Behavior Based on Regional and National Origin. pp. 297–320). Woodhead Publishing. https://doi.org/https://doi.org/10.1016/B978-0-12-814721-4.00011-.1
Samoggia, A., & Riedel, B. (2018). Coffee Consumption and Purchasing Behavior Review: Insights for Further Research. Appetite, 129, 70–81. https://doi.org/10.1016/j.appet.2018.07.002.
Seninde, D. R., & Chambers, E. (2020). Coffee flavor: A Review. Beverages, 6(3), 1–25). https://doi.org/10.3390/beverages6030044.
Sihombing, V. U., Fariyanti, A., & Pambudy, R. (2023). Perilaku Konsumen Kopi: Proses Keputusan dan Kepuasan Konsumen Membeli Minuman Kopi Berlabel Fair Trade. Jurnal Ilmu Pertanian Indonesia, 28(2), 181–191. https://doi.org/10.18343/jipi.28.2.181.
Silva, A. A. N. da, & Freitas, A. F. de. (2025). The Impact of Geographical Indications on the Valuation and Differentiation of Coffee. Observatório De La Economía Latinoamericana, 23(3), 1-11. https://doi.org/10.55905/oelv23n3-014.
Suryahartati, D., Oktaviarni, F., & Windarto. (2023). Rethinking the Future of Indonesian Coffee: Legal, Social, and Political Perspectives. Jambe Law Journal, 6(1), 69–84. https://doi.org/10.22437/jlj.6.1.69-84.
Török, Á., Jantyik, L., Maró, Z. M., & Moir, H. V. J. (2020). Understanding the Real World Impact of Geographical Indications: A Critical Review of the Empirical Economic Literature. Sustainability, 12(22), 1–24. https://doi.org/10.3390/su12229434.
Tripathi, V. (2024). Analyzing the Role of Legal Protection for Trademarks and Geographical Indications in Preserving Cultural Heritage and Enhancing Global Trade. Journal of Law and Intellectual Property Rights, 1(1). 50-63.
Wang, F., Wang, H., & Cho, J. H. (2022). Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis. Sustainability, 14(6). https://doi.org/10.3390/su14063463.
Waspiah, W., Niravita, A., Naelufar, R., Putri, N. M., Dany, &, & Saputra, E. (2024). From Bean to Benefit: How Indonesian Intellectual Property (IP) Law Protects the Coffee Farmers in Indonesia? Jambe Law Journal, 7(2), 429–453. https://doi.org/10.22437/jlj.7.2.429-453.
Published
2026-07-29
How to Cite
DITAHARDIYANI, Prima; MAKKI, Muhammad Fauzi.
Preferensi Konsumen Terhadap Kopi Bersertifikat Indikasi Geografis Menggunakan Analisis Konjoin.
Jurnal Agribisnis Cendekia, [S.l.], v. 3, n. 2, p. 80-93, july 2026.
ISSN 3048-1694.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/jac/article/view/9042>. Date accessed: 02 aug. 2026.
doi: https://doi.org/10.32503/jac.v3i2.9042.
Section
Articles
