Septyasari, Iffah Sovie (2024) Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Pada Kopi Sejuta Jiwa Oleh Karyawan di Jakarta. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
Kopi Sejuta Jiwa, founded by Billy Kurniawan under Jiwa Group, is a local Indonesian coffee brand that has managed to gain the attention of the public, especially employees in Jakarta by offering a new sales concept. This study aims to analyze consumer behavior and its underlying factors in making purchasing decisions for Kopi Sejuta Jiwa by employees in Jakarta. Using the consumer behavior theory model developed by Philip Kotler, this research examines the stages of consumer behavior starting from problem recognition, information search, alternative evaluation, purchase decisions, to post-purchase behavior. Using descriptive qualitative method with field observation and interviews as data collection techniques and employees in Jakarta aged 18-35 years as informants.The results showed that the consumer behavior of Jakarta employees in making purchasing decisions at Kopi Sejuta Jiwa is based on positive experiences experienced by consumers in carrying out the five stages of purchasing decisions, namely; problem recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Iffah Sovie Septyasari | ||||||||
| Date Deposited: | 19 Jul 2024 07:37 | ||||||||
| Last Modified: | 19 Jul 2024 07:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26718 |
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