Consumer study of Indonesian coffee leaves tea as traditional drinks

Coffee leaf tea is a traditional drink obtained by processing coffee leaves and served as tea. Coffee leaf tea is often found in West Sumatra, known as kawa daun. However, coffee leaves have not been widely known in the general public so that coffee leaf tea consumers are rarely encountered. In this study, an analysis was carried out to see consumer preferences for coffee leaf tea. Coffee leaves as a by-product have been declared as a novel food by EU Commission in 2020. Thus, coffee leaf tea products have potential economic value that can be promoted. To determine consumer preferences of Indonesian coffee leaf tea, a descriptive analysis of the consumer using online questionnaire was conducted, followed by conjoint analysis and one-way ANOVA test. As resulted from conjoint analysis, the preferences of Indonesian coffee leaves tea consumer were sequentially driven by level of sweetness, darkness of the colour, and the strength of fragrant. It was observed that gender strongly affected the preference on coffee leaves tea (p-value<0.05).