RUSYDIANA, NOVIA ISWANTI (2020) KEPUTUSAN KONSUMEN DALAM MEMBELI MINUMAN KOPI (Studi Kasus pada Konsumen Kedai Kopi Kulo Surabaya). Other thesis, UPN "VETERAN" JATIM.
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Abstract
The purpose of this study was to determine the characteristics of coffee consumers and the consumer purchasing decision process, as well as to analyze personal factors, social environmental factors, psychological factors and cultural factors that influence consumer decisions in buying coffee drinks at the Kulo coffee shop, Tenggilis, Surabaya. The technique of determining the research sample was carried out by using the Acidental Sampling technique with a total of 50 respondents. The analysis used was not only descriptive analysis but also SEM-PLS analysis with WarpPLS 6.0 software. The results showed that the characteristics of coffee consumers are mostly aged 17-24 years, male gender, most of them have not worked because they are still students, income and some with monthly allowances of Rp. 1,000,000 - Rp. 2,500. 000. There are five stages in the coffee drink purchasing decision process, namely, need recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior. The results of the SEM-PLS analysis of personal factors, social environmental factors, psychological factors, and cultural factors significantly influence consumer decisions in buying coffee drinks. Keywords: Coffee drink, purchasing decisions, personal, social environment, psychological, and cultura
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 20 Feb 2021 02:00 | ||||||||
| Last Modified: | 20 Feb 2021 02:00 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1376 |
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