Persepsi Konsumen Terhadap Keberadaan Coffee Shop Dan Barista Pada Era Pemasaran Kopi Ke Tiga

Abstract

Dewasa ini, pemasaran kopi dunia memasuki era ke tiga yang ditandai banyak munculnya kedai kopi modern (coffee shop). Selain itu muncul keinginan konsumen untuk lebih mengenal kopi dari origin hingga sampai kepada tahap akhir, mengkonsumsi minuman kopi yang nikmat sehingga melahirkan profesi barista. Oleh karenanya konsumen yang berada pada masa transisi akan dihadapkan pada masalah persepsi terhadap fenomena tersebut dalam kaitannya dengan keberlanjutan usaha. Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap keberadaan coffee shop dan keberadaan barista pada era pemasaran kopi ke tiga di Kota Cirebon. Lokasi penelitian ditentukan secara sengaja yaitu di dua coffee shop yaitu Coffee shop Paten Coffee dan Coffee shop Katro. Penelitian dilaksanakan pada bulan April-Juni 2020 dengan menggunakan metode kuantitatif deskriptif dan teknik pendekatan survey. Populasi penelitian adalah konsumen minuman kopi di kedua kedai tersebut dan teknik pengambilan sampel secara accidental sampling sejumlah 45 responden. Adapun analisis data menggunakan kaidah perhitungan skala likert dan uji hipotesis menggunakan uji t. Hasil penelitian menyimpulkan bahwa persepsi konsumen terhadap keberadaan coffee shop adalah optimis (68,23 %) dan terhadap keberadaan barista juga optimis (68,11%) dalam pengembangan usaha minuman kopi. Hasil penilitian ini diharapkan bermanfaat bagi para investor yang hendak berinvestasi dalam pengembangan minuman kopi pada era ke tiga ini.Kata kunci: barista, coffee shop, era pemasaran ketiga, optimis

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