Abstract :

The demand for functional beverage products has increased during the COVID-19 pandemic. Due to competition in the market, manufacturers need to innovate on product attributes. One of herbal beverages innovation is instant beverages made from ginger, curcumin, and cinnamon. This product also enriched with sugar, lemongrass and others natural ingredients. The new formulation of this beverages encourage the need for study on the level of consumer preferences for products. Thus, this study aimed to analyze the order of attributes of instant herbal beverages based on the level of consumer interest and the combination of attribute levels of the product according to consumer preferences. The results of consumer preferences were known through conjoint analysis of respondents in Yogyakarta Province, Indonesia. In this study, four attributes were used, namely packaging, taste, color, and price. The results showed that the order of attributes based on the importance values according to consumer preferences for the products were price (35.54%), taste (30.03%), color (18.39%), and packaging (16.04%). While the results of the combination of attribute levels that were most preferred by consumers are canned packaging, very strong taste, bright color, and price IDR 75,000.

The demand for functional beverage products has risen dramatically during the COVID-19 pandemic. As a result of market competitiveness, producers must innovate on product attributes. Instant beverages prepared from ginger, curcumin, and cinnamon are one herbal beverage innovation produced by one of herbal company in Yogyakarta.

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Keywords :

Attributes, Conjoint Analysis, Consumer Preferences, Herbal Beverage

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