Fostering Coffee-Minds by Developing Customer Perspective from Simple Public Cupping: Study Case in Bumi Kopi, Malang
Ayudha Pradhana1, Agus Nurrofik2*, Annisa Izzah Talbiyya3, M. Tamamun Niam1, Fajar Rasyiidi Hidayat4, Dannyary Ismail Faronny5, Ayu Tri Widya Wati6

1 Tourism Program, Faculty of Business Administration, Universitas Brawijaya, Indonesia
2 Department of Biology, Faculty of Mathematics and Natural Sciences, Universitas Brawijaya, Indonesia
3 Department of Food Science and Biotechnology, Faculty of Agricultural Technology, Universitas Brawijaya, Indonesia
4 Bumi Kopi Cafe Management, Lowokwaru District, Indonesia
5 Graduate School Environmental Management and Development, Universitas Brawijaya, Indonesia
6 Business Administration Program, Faculty of Administration Sciences, University of Islam Malang
*email of corresponding author
*Email: annisaizzah14[at]gmail.com

Abstract

The massive growth through the trends toward coffee-lover communities has pushed the new revolution of coffee waves in Indonesia, previously from the first wave into the second wave. In the Malang area, this phenomenon at the same time had brought new challenges and opportunities, especially improving the awareness for the lovers, which a major role as the coffee-shop customers. Moreover, this study focused on describing customers perspectives towards the unique taste of available coffee species which is provided by new experiences from simple public cupping. As many 31 customers and 9 semi-professional testers have been chosen for the demonstration which was conducted in Bumi Kopi Coffee Shop, Malang. Four types of coffee samples- including Coffea arabica var typica, C. canephora var robusta, C. liberica var liberica, and C. liberica var dewevrei (known as excelsa coffee) have been used during the test. The findings based on the test showed that customers and semi-trainers tend to enjoy fruity coffee such as arabica. It also highlighted that C. arabica var. typica still became the most preferred coffee species. Overall, each coffee samples also have its own characteristics which reveals the necessary further studies. It was needed to enhance the depth of knowledge about customer preferences towards coffee species.

Keywords: Coffee-shop customers- Customers Perspective- Coffee Taste- Malang Coffee- Simple Public Cupping

Topic: Sensory science