CONSUMER RESPONSE TO NATA DE COCO BEVERAGES WITH NATURAL COLORING FROM BAWANG DAYAK (Eleutherine palmifolia (L.) Merr.)

Mrr. Lukie Trianawati; Leni Lidya; Andi Early Febrinda; Khoirul Aziz Husyairi; Mukhlis

doi:10.63922/ijebir.v5i04.4801

Mrr. Lukie Trianawati Food Quality Assurance Supervisor Study Program, Vocational School, IPB University, Bogor, Indonesia
Leni Lidya Agribusiness Management Study Program, Vocational School, IPB University, Bogor, Indonesia
Andi Early Febrinda Food Quality Assurance Supervisor Study Program, Vocational School, IPB University, Bogor, Indonesia
Khoirul Aziz Husyairi Agribusiness Management Study Program, Vocational School, IPB University, Bogor, Indonesia
Mukhlis Agribusiness Study Program, Department of Agriculture Business, Politeknik Pertanian Negeri Payakumbuh, Lima Puluh Kota, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4801

Keywords: Consumer response, bawang dayak, beverage, natural colorant, antioxidant

Abstract

The use of natural colorants derived from functional plants presents a promising strategy for developing health-oriented food products. This study evaluated consumer responses to nata de coco beverages incorporating natural colorants from Bawang Dayak (Eleutherine palmifolia (L.) Merr.) under the brand name Fresh Up Day. A descriptive survey was conducted involving 358 respondents across various demographic groups, predominantly university students (53.35%), aged 10 to 65+ years. The questionnaire assessed consumer awareness, purchasing behavior, color perception, packaging assessment, pricing sensitivity, and overall satisfaction. Results revealed that 97.77% of respondents were familiar with nata de coco products and 63.97% were aware of Bawang Dayak, with the majority recognizing its antioxidant properties (55.31%). Regarding the Fresh Up Day product, 61.73% of respondents found the natural color sufficiently attractive, and 75.70% agreed that color enhancement increased product appeal. Most respondents rated the packaging (52.33%), product information clarity (57.82%), and volume (62.29%) as adequate. A price point of IDR 5,000 was deemed affordable by 62.01% of respondents, with 43.30% indicating the optimal price range to be IDR 4,001–5,000. Overall, 62.29% of respondents expressed satisfaction after consuming the product. These findings underscore the commercial viability of incorporating Bawang Dayak natural colorants into nata de coco beverages and highlight consumer receptiveness to functional, naturally colored food products.

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