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PENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN CAFE ATAS EFEK RASA KOPI

HIDAYAT, FRANSETO (2016) PENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN CAFE ATAS EFEK RASA KOPI. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

We investigated whether consumers perception of a coffe would be influenced by the colour (transparent, white, and blue) of the mug from which it was drunk.In experiment 1, the white mug enhanced the rated “intensity” of the coffe flavor relative to the transparent and blue mug. However, given slight physical differences in the mugs used, a second experiment was conducted using identical glass mugs with coloured sleeves. Once again, the colour of the mug was shown to influence participants’ rating of the coffe. In particular, the coffe was rated as less sweet in the white mug as compared to the transparent and blue mugs.Both experiments demonstrate that the colour of the mug affects people’s rating of a hot baverage. Given that rating associated with the transparent glass mug were not significantly different from those associated with the blue mug in either experiment, an explanation in terms of simultaneous contrast can be ruled out. However, it is possible that the colour contrast between the mug and the coffe may have affected the perceived intensity/sweetness of the coffe. That is, the white mug may have influenced the perceived browness of the coffe and this, in turn, may have influenced the perceived intensity (and sweetness) of the coffe. These results support the view that the colour of the mug should be considered by those serving coffe as it can influence the costumer’s multisensory coffe drinking experience. These results add to a large and growing body of research hightlighting the influence of product-extrinsic colour on the multisensory perception of food and drink. Keywords : Colour contrast- Simultaneous contrast- Coffe- Mug- Colour- Taste- Satisfaction

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 28 Aug 2017 10:10
Last Modified: 28 Aug 2017 10:10
URI: http://eprints.perbanas.ac.id/id/eprint/2236

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