Pemetaan Produk Kopi Instan 3in1 Berdasarkan Persepsi Gen Z di Kabupaten Garut
DOI:
https://doi.org/10.58192/ebismen.v5i4.4873Keywords:
3in1 Instant Coffee, Multidimensional Scaling (MDS), Position Map, PositioningAbstract
This study aims to examine how the positioning map of 3in1 instant coffee brands is formed in consumer perceptions among Gen Z. The focus of the analysis in this study is directed at five main product attributes, namely, taste, aroma, flavor variants, packaging color, and logo design. The method used is a quantitative method with a descriptive approach. The data analysis technique used is Multidimensional Scaling (MDS) which was chosen to transform consumer perceptions into a positioning map. Primary data was obtained by distributing questionnaires to Gen Z respondents who had consumed 3in1 instant coffee. The results of the Goodness of Fit test showed that all attributes studied were stated to be less than alpha (0.05) and the Dispersion Accounted For (DAF) was also greater than 0.60. The results showed that Gen Z consumer perceptions of 3in1 instant coffee formed a relatively consistent brand grouping pattern based on various product attributes. The Good Day and Indocafe brands tend to be in the same group, indicated by the close position on a number of key attributes such as taste and aroma. Meanwhile, the ABC and Torabika 3in1 brands form another group with similarities, particularly in flavor variants and packaging color. These findings demonstrate the importance of attribute differentiation strategies between 3in1 instant coffee brands to strengthen product positioning in the market.
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