PERSEPSI POTENSI USAHA DAN KENDALA PENGEMBANGAN MINUMAN FERMENTASI: ANALISIS FAKTOR PADA KONSUMEN

Abstract

Fermented beverages are increasingly viewed as business opportunities, but positive market perceptions do not always translate into entrepreneurial readiness. This study identified consumer-perceived dimensions of business potential and development barriers for fermented beverages. A quantitative survey was conducted in 2025 with 121 consumers in Java aged 17-30, 31-50, and over 50 years. Respondents had consumed at least one fermented beverage and completed a structured questionnaire through face-to-face assistance using Google Forms. Data were analyzed using descriptive statistics and principal component analysis with Varimax rotation. Business potential formed two factors explaining 75.016% of variance: market potential and product substitution capacity, and entrepreneurial and investment attractiveness. The market/substitution factor had a higher mean (3.438) than entrepreneurial/investment attractiveness (3.102). Development barriers formed two factors explaining 78.399% of variance: accessibility and market acceptance barriers, and technical production barriers. Technical production barriers had a higher mean (3.479) than accessibility/market acceptance (2.781). These findings indicate that consumers recognize fermented beverages as promising products, especially as alternatives to sugar-sweetened beverages, but are less ready to start or invest in the business. Business development should combine market expansion with technical training, simplified procedures, input access, food safety guidance, financing, and marketing support.