Understanding Consumer Preferences for Coffee in Kulon Progo’s Coffee Shops: Developing Marketing Strategies for Menoreh Coffee

Diploma Program of Agribusiness, Vocational School, Universitas Sebelas Maret, Indonesia

^* Corresponding author: cahyaningtyas94@staff.uns.ac.id

Abstract

Menoreh Coffee is a leading commodity from Kulon Progo with strong potential to become the signature coffee of the Special Region of Yogyakarta. However, many prominent coffee shops in the region do not use Menoreh Coffee as their main raw material. This study aims to analyze consumer preferences to formulate an effective marketing strategy for Menoreh Coffee. A quantitative approach was employed using a sample of 50 consumers from various coffee shops in Kulon Progo. Data analysis included validity and reliability testing as well as the application of the Fishbein multi-attribute model, with all statistical analyses conducted using SPSS software. The results show that taste, aroma, and price are the main attributes influencing purchasing decisions. Consumers prefer coffee with a bitter taste, strong aroma, and a price range of IDR 15,000–20,000 per cup. In 2023, Menoreh Coffee production reached only 440.56 tons, resulting in a high selling price that reduced its competitiveness and adoption by local coffee shops. The study recommends strategic actions to improve Menoreh Coffee’s competitiveness and market acceptance through product quality enhancement, price adjustment, and targeted marketing approaches.