Korelasi kadar total dissolved solids objektif air minum dalam kemasan terhadap preferensi rasa dan keputusan konsumen dalam blind-test
Keywords:
Total Dissolved Solids , Bottled Drinking Water, Taste Preference, Blind Test, Brand BiasAbstract
This interdisciplinary quantitative experimental study (using a repeated-measures design) aimed to examine the correlation between Total Dissolved Solids (TDS) levels and the subjective taste preferences and choices of 50 urban participants through sequential blind and open tests. The bottled drinking water samples used were Cleo (6.5 mg/L), Le Minerale (104.0 mg/L), Vit (109.0 mg/L), and Aqua (117.0 mg/L). Analysis of the blind test results revealed a strong, significant positive correlation (r = 0.642; p < 0.01) between the water's physical parameters and consumer hedonic scores; mineral water samples were significantly preferred over demineralized water, driven by bottom-up sensory processing. However, when visual identities were revealed during the open test, preference for the market leader, Aqua, surged dramatically, with 56% of participants selecting it. The Wilcoxon Signed-Rank test (p < 0.001) and McNemar test (p = 0.002) confirmed the presence of a massive visual cognitive bias, demonstrating that the psychological expectations associated with brand equity can distort and manipulate consumers' actual gustatory perceptions.
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