Analisis Komparatif Harga dan Kualitas Produk pada Kopi Kapal Api dan Nescafe di Kota Bima

Abstract

The intense competition in the instant coffee industry in transition areas such as Bima City has generated dynamic consumer preferences between local traditional brands like Kapal Api Coffee and global modern, residue-free brands like Nescafe. This study aims to analyze and compare the perceived price and product quality between Kapal Api Coffee and Nescafe in Bima City. A comparative quantitative approach was employed using a purposive sampling technique with 100 respondents, consisting of 50 consumers of Kapal Api Coffee and 50 consumers of Nescafe. Data were gathered through closed questionnaires using a five-point Likert scale and analyzed using the Independent Sample t-test following validity and reliability testing. The empirical findings reveal no statistically significant difference in perceived price ($t = 1.237$; $p = 0.219 > 0.05$) or product quality ($t = -0.781$; $p = 0.437 > 0.05$) between Kapal Api Coffee and Nescafe among consumers in Bima City. These results indicate that consumers evaluate the perceived value of both brands equally based on their respective functional benefits and local cultural alignment. Practically, the study implies that manufacturers must maintain a strong balance between price and perceived benefits to sustain customer satisfaction and market competitiveness in developing regional markets.