Sofianita, Sofianta (2025) ANALISIS PREFERENSI PEMBELIAN KONSUMEN TERHADAP MINUMAN KOPI NESCAFE DALAM KEMASAN (READY TO DRINK) (Studi Kasus: Alfamidi Kecamatan Mulyorejo, Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ANALYSIS OF CONSUMER PURCHASE PREFERENCES FOR NESCAFE READY-TO-DRINK COFFEE (Case Study: Alfamidi, Mulyorejo Distric, Surabaya City) Sofianita, Nuriah Yuliati, Dita Atasa ABSTRACT Ready-to-drink (RTD) coffee beverages are increasingly favored by urban consumers due to their convenience. A top-selling products is Nescafé in ready-to-drink packaging. This study aims to analyze the characteristics of consumers of Nescafe ready-to-drink coffee in Surabaya and also to analyze consumer purchase preferences for Nescafé RTD coffee in Surabaya, specifically at Alfamidi in the Mulyorejo District. A descriptive quantitative method was used, employing a survey approach with 50 respondents. The research instrument was a questionnaire measuring eight product quality attributes: performance, features, reliability, conformance to specifications, durability, serviceability, esthetics, and perceived quality. The data were analyzed using Importance Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV). The findings indicate that there are attributes in Quadrant I of the IPA that need to be prioritized for improvement, namely attribute P3 (attractive flavor variants), attribute P11 (portable packaging), and attribute P12 (customer care). PGCV results reinforce this conclusion, with the highest PGCV scores also corresponding to these attributes. The study recommends that the company focus on improving packaging design and developing new flavor innovations to enhance consumer satisfaction and loyalty. Keywords: Consumer Preference, Importance Performance Analysis (IPA), Nescafé, Potential Gain in Customer Value (PGCV).
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Sofianita Nita Sofia | ||||||||||||
| Date Deposited: | 28 Jul 2025 02:50 | ||||||||||||
| Last Modified: | 28 Jul 2025 02:50 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41101 |
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ANALISIS PREFERENSI PEMBELIAN KONSUMEN TERHADAP MINUMAN KOPI NESCAFE DALAM KEMASAN (READY TO DRINK)
(Studi Kasus: Alfamidi Kecamatan Mulyorejo, Kota Surabaya). (deposited UNSPECIFIED)
- ANALISIS PREFERENSI PEMBELIAN KONSUMEN TERHADAP MINUMAN KOPI NESCAFE DALAM KEMASAN (READY TO DRINK) (Studi Kasus: Alfamidi Kecamatan Mulyorejo, Kota Surabaya). (deposited 28 Jul 2025 02:50) [Currently Displayed]
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