Analysis of Consumer Preferences on Purchasing Decisions and Satisfaction toward Local Coffee in West Lombok Regency

Abstract

Aims: This Study Aimed To: (1) identify consumer preferences towards local coffee in West Lombok Regency; (2) analyse the influence of consumer preferences on purchasing decisions for local coffee in West Lombok Regency; and (3) analyse consumer satisfaction with local coffee purchases using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). Study Design: This study employed a quantitative research design with descriptive and causal approaches. Place and Duration of Study: The study was conducted at five local small and medium-sized coffee enterprises (SMEs) in West Lombok Regency from April to June 2026. Methodology: The study involved 100 respondents, with the sample size determined using the Lemeshow method and respondents selected through purposive sampling. Respondents were at least 17 years old and had experience purchasing or consuming local coffee from the selected SMEs. Data were collected through questionnaires administered directly to respondents. Data analysis included consumer preference analysis, binary logistic regression, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). Results: The taste-and-aroma attribute was the most important consumer preference attribute, with a mean score of 3.19, followed by the brand-and-availability attribute (3.17), while price and promotion had the lowest and equal mean scores (3.09). Binary logistic regression showed that the price and brand-and-availability attributes had positive and significant effects on local coffee purchasing decisions, with brand and availability having the largest odds ratio (Exp(B) = 27.890). The taste-and-aroma and promotion attributes did not have significant partial effects. The CSI result indicated an overall consumer satisfaction level of 61.79%, categorised as satisfied. The IPA results showed that taste and aroma and brand and availability were located in Quadrant I, indicating the main priorities for improvement, while price and promotion were located in Quadrant IV, indicating attributes considered excessive. Conclusion: Consumers place greater importance on taste and aroma as well as brand and availability when purchasing local coffee. Although overall consumer satisfaction was categorised as satisfied, improvements should prioritise taste and aroma and brand and availability. The price and brand-and-availability attributes were also significant determinants of purchasing decisions, indicating that product quality, availability, and appropriate pricing are important considerations for local coffee businesses in West Lombok Regency.