Relationship Between Consumer Preferences with Satisfaction in Choosing Three Brand Coffee Products in Mataram City

Abstract

Instant 3-in-1 sachet coffee (Kapal Api, ABC, and Nescafé) is popular in Indonesia for its practicality, influenced by factors such as taste, aroma, price, packaging, availability, and promotion. This study analyzes consumer preferences with customer satisfaction, and their relationship to each other, for the three brands in Mataram City. This quantitative descriptive study involved 90 respondents, selected through quota sampling (30 per location) and accidental sampling in the field, and used both primary (questionnaires) and secondary data. The analysis included descriptive statistics, Customer Satisfaction Index (CSI), and Spearman's rank correlation. The results indicate strong consumer preference (average score of 4.04 on a 5-point scale) and very high consumer satisfaction (CSI of 82.54%), with product availability rated highest and promotion lowest. The correlation between preference with satisfaction is positive and significant (rs = 0.672; p < 0.05). The results indicate that product availability is the most influential attribute in shaping consumer preferences, followed by taste and aroma. Based on the CSI analysis, the overall level of consumer satisfaction falls within the satisfied category. The Spearman correlation results show a positive, significant relationship between consumer preferences with satisfaction, indicating that higher preference levels are associated with greater satisfaction. These findings suggest that ease of product access plays a key role in influencing consumer preferences, while taste and aroma remain important quality considerations. Therefore, producers should ensure consistent product availability while maintaining taste and aroma quality to enhance consumer satisfaction and strengthen market competitiveness.