PENGARUH ASAL KOPI DAN INFORMASI TERHADAP PREFERENSI KONSUMEN
EVALUASI SUBJEKTIF DAN ELECTROENCEPHALOGRAPHY (EEG)
Keywords:
Asal Kopi, Informasi Produk, Preferensi Konsumen, Persepsi Sensori, ElectroencephalographyAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh asal kopi dan ketersediaan informasi produk terhadap persepsi sensori dan preferensi konsumen dengan mengintegrasikan pengukuran subjektif dan aktivitas otak berbasis electroencephalography (EEG). Empat puluh orang konsumen kopi spesialti berpartisipasi dalam evaluasi dua jenis kopi Arabika Indonesia, yaitu Gayo dan Kintamani, yang disajikan dengan dan tanpa informasi origin kopi. Penelitian ini menggunakan desain eksperimen within-subject faktorial 2 × 2, yang merupakan kombinasi antara asal kopi (Gayo vs Kintamani) dan ketersediaan informasi produk (tanpa vs dengan informasi). Respons subjektif diukur melalui penilaian atribut sensori, meliputi aroma, keasaman, kemanisan, kepahitan, dan preferensi keseluruhan, sedangkan aktivitas otak direkam menggunakan EEG. Hasil penelitian menunjukkan bahwa ketersediaan informasi secara signifikan meningkatkan persepsi aroma, kemanisan, dan preferensi konsumen. Asal kopi berpengaruh signifikan terhadap persepsi keasaman, sementara interaksi antara asal kopi dan informasi ditemukan pada persepsi kepahitan. Analisis korelasi Spearman menunjukkan bahwa preferensi berkorelasi positif dengan kemanisan dan aroma, serta berkorelasi negatif dengan kepahitan. Hasil brain mapping EEG mengindikasikan adanya perbedaan aktivitas otak pada area frontal dan temporal yang dipengaruhi oleh konteks evaluasi, dengan aktivasi signifikan terutama pada area frontal kanan dan temporal kiri selama evaluasi preferensi. Temuan ini menegaskan pentingnya informasi produk dalam membentuk persepsi sensori dan preferensi konsumen terhadap kopi spesialti. Selain itu, pendekatan consumer neuroscience berbasis EEG dapat memberikan pemahaman tambahan mengenai respons konsumen yang tidak sepenuhnya tercermin melalui laporan subjektif.
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