Aristawati, Diyah Ayu (2024) Analisis Preferensi Konsumen Terhadap Pembelian Minuman Kopi di Starbucks Suncity Mall Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
19024010106.-cover.pdf Download (698kB) |
|
Text (Bab 1)
19024010106.-bab1.pdf Download (373kB) |
|
Text (Bab 2)
19024010106.-bab2.pdf Restricted to Repository staff only until 18 August 2026. Download (525kB) |
|
Text (Bab 3)
19024010106.-bab3.pdf Restricted to Repository staff only until 18 August 2026. Download (493kB) |
|
Text (Bab 4)
19024010106.-bab4.pdf Restricted to Repository staff only until 18 August 2026. Download (531kB) |
|
Text (Bab 5)
19024010106.-bab5.pdf Download (321kB) |
|
Text (Daftar pustaka)
19024010106.-daftarpustaka.pdf Download (445kB) |
|
Text (Lampiran)
19024010106.-lampiran.pdf Restricted to Repository staff only until 18 August 2026. Download (875kB) |
Abstract
The current competition of the coffee industry makes product attributes and preferences a very important part to be noticed by entrepreneurs as it can be easier to provide what is consumer needs. The study aims to identify consumer characteristics, analyze attributes and levels of interest that are consumer preferences in the purchase of coffee drinks at Starbucks Suncity Mall Sidoarjo. The methods chosen for sampling were accidental samplings, with a total of 100 respondents. In this study, descriptive analysis is used to identify consumer characteristics, while conjoint analysis is applied to differentiate product attributes and the degree of importance to Starbucks coffee drink purchases. Research results showed that most buyers were women aged 17 to 27 with a final background of high school education or equivalent, a job as a student or university student, have a monthly income of less than Rp 1,000,000, and purchasing intensity 1 time in month. From the preference side, the attributes most attracting consumer attention are the sweet taste of coffee, the price of less than Rp 55,000, promo buy one get one on a particular event, a variety of coffee drinks, getting free items in a condiment bar, the design of a comfortable and attractive place, and easy packaging. Whereas the level of importance of attributes is taste, price, discount, elegance, facilities, packaging, and service.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Diyah Ayu Aristawati | ||||||||||||
| Date Deposited: | 19 Aug 2024 03:08 | ||||||||||||
| Last Modified: | 19 Aug 2024 03:08 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28123 |
Actions (login required)
 |
View Item |