Consumer Preferences for Gayo Coffee and Cappuccino Among Agribusiness Students at Universitas Medan Area

Abstract

Coffee consumption among young generations has been increasing, including within the student community. This study aims to examine consumer preferences toward Gayo coffee and cappuccino among Agribusiness students at Universitas Medan Area. A descriptive quantitative method was employed with 37 respondents selected through stratified random sampling. Data were collected using questionnaires and analyzed using the Chi-Square test and the Fishbein Multi-Attribute Model. The findings indicate significant differences in attributes such as taste, variety, price, packaging, and volume. Among these, taste emerged as the primary consideration, with the highest attitude score of 19.79. These results suggest that taste quality is the dominant factor influencing purchasing decisions. The study provides valuable insights for producers in formulating product development and marketing strategies that align with the preferences of young consumers.