Consumer Preference Level on Cinnamomum burmanii Tea with Analytic Hierarchy Process Method

Abstract

Cinnamon is one of the popular ingredients used as food additives or nonfood. Cinnamon has smells fragrant and sweet taste, it can be used as additional ingredient for tea bag production. Tea with additional cinnamon is one of product innovation of tea bag for increase functional value of tea. The purpose of this research is to know consumer preferences level of cinnamon tea based on internal attribute (colour, taste, and scent) and external attribute (packaging design, packaging material, information label, size and content of packaging) using Analytic Hierarchy Process (AHP) method. The result of consumer preferences of cinnamon tea based on Analitic Hierarchy Process (AHP) method as primary alternative for internal attribute based on color, taste, and smell is 2:1 formulation of ratio tea powder and cinnamon powder. The primary alternative of external attribute based on design, material, information label, size of packaging is prototype C (carton packaging).

Pola Konsumsi Dan Komponen Yang Dipertimbangkan Oleh Konsumen Teh Hitam Dan Teh Hijau Di Kecamatan Purwokerto Selatan

“…Pada hakekatnya persepsi akan berhubungan dengan perilaku seseorang dalam mengambil keputusan terhadap apa yang dikehendaki (Schifman & L, 2004). Atribut teh yang digunakan pada penelitian sebelumnya adalah meliputi pengaruh penyakit dan efek samping jangka panjang, rasa dan aroma, residu racun dan pestisida, sertifikasi organik, dan harga teh (Mahmoudi, Farajpour, & Afradiabi, 2021); rasa, warna seduhan, aroma, ukuran, kemasan, dan bentuk teh (Ramadhani, Barokah, & Sutrisno, 2020); atribut internal (warna, rasa, dan aroma), dan atribut eksternal (desain kemasan, bahan kemasan, informasi label, ukuran, dan isi kemasan) (Citra, Susi, & Hakim, 2018); rasa, harga, merek, kemasan, dan informasi kadaluarsa (Ikmanila, Mukson, & Setiyawan, 2018); rasa, aroma, harga, dampak keterjagaan dan kesegaran, merek, budaya, iklan, referensi, kemudahan memperoleh, klaim mengurangi resiko penyakit jantung, klaim mengurangi resiko penyakit kanker, klaim menurunkan gula darah, dan klaim mengontrol berat badan (Nugraha, Sumarwan, & Simanjuntak, 2018).…”

The Factors Influencing Tea Consumers’ Attitude in Banyumas Regency

“…Research conducted by Abidenn & Latif (2011) shows that brand equity positively affects consumer attitudes because the existence of a brand affects consumer trust in products through experience and familiarity with products. Citra et al (2018) conducted research on the influence of internal attributes (steeping colour, taste, and scent) and external attributes (packaging design, packaging materials, information on packaging, packaging size, and packaging contents) on consumer attitudes towards tea products. Internal attributes are the variables that most influence consumers in considering the products to be consumed.…”