ANALISIS PENGARUH KUALITAS BIJI KOPI ARABIKA BYLBEAN COFFEE TERHADAP KEPUASAN KONSUMEN DI KOTA MALANG

The role of the coffee commodity for the Indonesian economy is quite important, both as a source of income for coffee farmers and a source of foreign exchange. The measure of satisfaction felt by consumers when using a product is relatively influenced by product quality. Coffee agribusiness activities at Bylbean Coffee are coffee processing starting from cherry (red picking) to coffee beans. This research is a differentiator and renewal among coffee industry consumers. This study aims to determine the characteristics and customer satisfaction of Bylbean Coffee arabica coffee beans in Malang City. The product quality variables used in this study were physical tests consisting of water content, level of defects, coffee bean aroma, coffee bean size, and packaging quality, then the taste test included: aroma, flavour, aftertaste, acidity, body, sweetness, aroma and taste uniformity, clean cup level, balance level, defect level and overall as exogenous variables. The variables of consumer satisfaction are expectations, repurchasing and recommending as endogenous variables. The location of this research was conducted in Malang City where Bylbean Coffee consumers were in April - May 2022. Sampling was carried out by purposive sampling by deliberately selecting 50 respondents. This study uses the SEM method with Partial Least Square (PLS) analysis. The results showed that the physical test had no significant effect on consumer satisfaction, then the taste test had a significant effect on coffee consumer satisfaction in Malang City