PERSEPSI KONSUMEN TENTANG INFUSED COFFEE DI TITIK KUMPUL COFFEE BREWERS KOTA BATAM

Taufik Bachrul Ulum Lubis; Nensi Lapotulo; Tito Pratama; Dailami Dailami

doi:10.53363/buss.v5i2.394

Authors

Taufik Bachrul Ulum Lubis Politeknik Pariwisata Batam
Nensi Lapotulo Politeknik Pariwisata Batam
Tito Pratama Politeknik Pariwisata Batam
Dailami Dailami Politeknik Pariwisata Batam

DOI:

https://doi.org/10.53363/buss.v5i2.394

Keywords:

infused coffee, consumer perception, sensory marketing, perceived value, third place, Batam, persepsi konsumen, pemasaran sensorik, nilai yang dirasakan, tempat ketiga

Abstract

This study aims to explore consumer perceptions of infused coffee products offered by Titik Kumpul Coffee Brewers in Batam City. Using a qualitative approach and case study method, this study examines how consumers assess the aspects of taste, appearance, health benefits, and innovation value of infused coffee. The results show that positive consumer perceptions are formed through the multisensory experience provided by the product, the shop atmosphere that supports the third-place concept, and a strong product narrative. These findings provide important implications for experiential marketing strategies and product innovation in the local coffee industry

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