Consumer Satisfaction and Sensory Evaluation of West Java Robusta Coffee: Consumer Interest, Motivation, and Cluster Analysis

This study analysed sensory satisfaction, consumer interest attributes, and motivations in the consumption of West Java Robusta coffee. The research was conducted in West Java, Indonesia, from April 2021 to February 2022 using an organoleptic or hedonic panel test and questionnaire survey involving 200 respondents recruited through convenience sampling. Six Robusta coffee samples from Kuningan, Ciamis, Tasikmalaya, Cianjur, Bogor, and Sumedang were evaluated for taste, aroma, acidity, steeping colour, and aftertaste. Sensory data were analysed using Friedman tests, Wilcoxon signed-rank post-hoc tests, K-means cluster analysis, Kruskal-Wallis tests, and Spearman rank correlations. Respondents rated Bogor coffee highest for taste and aroma, Sumedang coffee highest for acidity and aftertaste, and Kuningan coffee highest for steeping colour. Cluster analysis identified three consumer segments: consumers satisfied with all sensory attributes (n = 68), consumers satisfied overall but dissatisfied with aftertaste (n = 79), and consumers generally dissatisfied with Robusta coffee (n = 53). Halal assurance was the most highly rated consumer interest attribute, followed by price, quality, promotion, and brand product. The primary motivations for consuming Robusta coffee were drowsiness removal, health interest, and following consumption trends. Sensory satisfaction was positively correlated with health-interest and drowsiness-removal motivations, but not with trend-following motivation. The findings suggest that West Java Robusta coffee can be strengthened through sensory improvement, halal assurance, and provenance-based market positioning.