@misc{eprints13945,
           month = {September},
           title = {ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN KOPI LUWAK DI CV. DUTA LUWAK BROTHER?S LINK (Studi Kasus di Kabupaten Lampung Barat) },
          author = {1014051060 Deni Setiawan},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2015},
             url = {http://digilib.unila.ac.id/13945/},
        abstract = {Tujuan dari penelitian ini adalah (1) mengidentifikasi proses keputusan yang 
dilakukan konsumen dalam pembelian kopi luwak merek Duta Luwak Brother?s 
Link. (2) Menganalisis tingkat kepuasan konsumen terhadap kopi luwak merek 
Duta Luwak Brother?s Link. (3) Mendapatkan alternatif kebijakan pemasaran 
berdasarkan studi perilaku konsumen terhadap pemasaran kopi luwak merek Duta 
Luwak Brother?s Link.  Penelitian ini dilakukan dengan  metode survei lapangan 
menggunakan teknik  wawancara dan kuisioner.  Responden yang digunakan  
dalam penelitian ini sebanyak 32 responden.  Data hasil penelitian dianalisis 
menggunakan analisis deskriptif, model angka ideal, Importance Performance 
Analisis (IPA)  dan Costumer Satisfaction Indeks (CSI).  Hasil penelitian 
menunjukkan bahwa proses keputusan yang dilakukan konsumen dalam 
pembelian kopi luwak merek Duta Luwak Brother?s Link dalam pengenalan 
kebutuhan dengan cara sekedar coba-coba sebesar 50\%, untuk kepuasan sebesar 
69\%.  Hasil analisis multiatribut angka ideal didapatkan nilai sikap responden 
terhadap  Kopi Luwak Duta Luwak Brother?s Link adalah 17,3  artinya Kopi 
Luwak termasuk kategori sangat baik.  Hasil analisis Important Performance 
Analysis (IPA) menunjukkan bahwa atribut kopi luwak Duta Luwak Brother?s 
Link yang dirasa konsumen kurang puas adalah tentang iklan dan promosi.  
Atribut yang harus dipertahankan kinerjanya adalah Label halal MUI, Izin depkes, 
rasa, originalitas produk dan kualitas produk.  Atribut yang tidak menjadi prioritas 
untuk diperbaiki adalah harga, merek, kejelasan tanggal kadaluarsa, kuantitas/ isi 
produk.  Atribut yang kinerjanya berlebihan adalah kemasan, aroma, ketersediaan 
produk, jenis kemasan.  Hasil Customer Satisfaction Index (CSI) konsumen kopi 
luwak yang mencapai 77,76 persen berada pada selang 0,66 sampai dengan 0,80, 
sehingga dapat dikatakan bahwa secara umum indeks kepuasan konsumen untuk 
atribut yang diuji dalam kriteria puas.  
Kata kunci: kopi luwak, perilaku konsumen, harga, IPA, dan CSI 

The purpose of this research were (1) to identify decision process conducted by 
consumers in the purchase of civet coffee in CV. Duta Luwak Brother?s Link. (2) 
to analyze levels of customer satisfaction for civet coffee of Duta Luwak 
Brother?s Link brands. (3) to obtain an alternative marketing policy based on the 
study of behavior of consumers on the civet coffee marketing of Duta Luwak 
Brother?s Link brands.  This research was done by survey methods.  Respondent 
who used in this research as many as 32 of respondents.  The data were analyzed 
by using descriptive analysis , ideal model numbers , Importance Performance 
Analysis ( IPA ) and Costumer Satisfaction Index (CSI).   
 The results of research showed that process of the decision by the consumers in 
the purchase of civet coffee of Duta Luwak Brother?s Link in the introduction of 
the needs of by means of a trial and error by 50 percent, for the satisfaction of 69 
percent. The analysis of figures obtain multiatribut ideal the value of the attitude 
of respondents of civet coffee of Duta Luwak Brother?s Link is 17.3.  It means 
civet coffee is in the category of very good coffee.  The result of Important 
  
Performance Analysis (IPA) showed that the attribute of Duta Luwak Brother?s 
Link which were less than satisfied customers were advertising and promotion.  
The  attributes that must be maintained its performance were Halal Label MUI , 
permission ministry of finance , a sense of novelty products and product quality.  
The attributes that must be improved were price , brand, clarity the expiration 
date, quantity / the contents of the product.  Whose the attributes that had 
excessive performance were  packaging , the aroma , the availability of products, 
and the type of packaging.  The Customer Satisfaction Index (CSI) consumer of 
coffee civet which reached 77,76 percent where is in the 0,66 per 0,80 scale, 
which can be said in the  satisfied criteria.  
Keyword: civet coffee, consumer behavior, price, IPA, and CSI  }
}