Unlocking Consumer Preferences: Exploring the Key Factors Influencing Fermented Beverage Choices in Indonesia

Fermented beverages are known for their health benefits, but their consumption in Indonesia remains low and inconsistent. While previous studies have explored the health benefits of these beverages, limited research has focused on the factors influencing consumer preferences, particularly external factors such as social media and family influence. Most studies have concentrated on product quality or nutritional content, overlooking factors like packaging, price, and availability, which may significantly affect consumer decisions. This study aims to address this gap by analyzing the factors influencing consumer preferences for fermented beverages in Indonesia. Using a quantitative approach with multiple linear regression, the study analyzes five key factors: availability, personal factors, family, media, and product. Data were collected through an online survey with 145 respondents, focusing on preference indicators like taste, price, packaging, volume, and serving temperature. The results show that personal and product factors negatively influence consumer preferences, with consumers favoring practical packaging, lower prices, and sweeter tastes. In contrast, availability, family influence, and media influence did not significantly impact purchase decisions. The average value for personal factors was 2.17, suggesting that while consumers are aware of the health benefits, practical factors like price and packaging have a greater influence. Based on these findings, it is recommended that producers offer more affordable products with appealing packaging and increase education on the health benefits to boost consumption in the Indonesian market.