Aslam, Irfan Bari (2023) Segmentasi Pasar Konsumen Kopi di Kafe Kopi Sae Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research was conducted to analyze consumer segmentation formed based on geographical, demographic, psychographic characteristics of coffee consumers at Sae Coffee Cafe Surabaya. The use of the sampling method in this study used the accidental sampling technique, the sampling technique was based on coincidence, the respondents taken were consumers who consumed coffee at the Kopi Sae Café as many as 50 people. Data collection uses primary and secondary data with the instrument used is a questionnaire sheet to consumers at the Kopi Sae cafe. The data analysis method used in this study used cluster analysis, crosstab analysis and descriptive analysis. The results of Psychographic Segmentation research on coffee consumer behavior at the Sae Coffee shop in Surabaya. cluster division based on psychographic segmentation with a lifestyle approach in segment 1 Social Drinker has four dominant attributes. On the hobby attribute, consumers make visits and buy coffee at coffee shops because of a hobby. Furthermore, on the attribute of interest in coffee shops, consumers tend to follow the development of coffee shops in Sae Surabaya coffee shops. And on the attribute of consumer opinion in segment 1 considers that price can reflect the quality of coffee. In Segment 2 Coffee Lover on the hobby attribute prefers to fill his vacation time by visiting coffee shops either just to drink coffee, or do other activities at coffee shops. Geographical segmentation, demographics, and coffee consumer behavior at Kopi Sae Surabaya. Based on distance and time, this is related to the fact that the coffee shop which is the research location is close to schools, campuses, banks, government offices, hospitals, and markets. Keywords: Geographic Segmentation, Demographics, Psychographics
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Irfan Bari Aslam | ||||||||||||
| Date Deposited: | 25 Jul 2023 01:08 | ||||||||||||
| Last Modified: | 25 Jul 2023 01:08 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16214 |
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