Preferensi Konsumen terhadap Keputusan Pembelian Produk Minuman Kopi di Belikopi Driyorejo Kabupaten Gresik

Putri, Netta Aprillia Andaresta (2024) Preferensi Konsumen terhadap Keputusan Pembelian Produk Minuman Kopi di Belikopi Driyorejo Kabupaten Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

As time progresses, the number of coffee shop competitors in Driyorejo District, Gresik Regency is increasing and competition between coffee drink business actors is getting tighter, so in order to maintain its existence, Belikopi Driyorejo needs to understand the differences in the needs and desires of coffee drink consumers. This research aims to (1) identify the decision-making process carried out by consumers in purchasing coffee beverage products and (2) analyze consumer preferences for coffee beverage products in Belikopi Driyorejo. The research method used is descriptive analysis and conjoint analysis. The coffee drink attributes analyzed are price, taste, presentation, atmosphere, packaging, menu variants and facilities. The results of the analysis show that the purchasing decision making process carried out by consumers of coffee drink products in Belikopi Driyorejo is the stages of need recognition, information search, alternative evaluation, and purchasing decision. Motivation to purchase coffee beverage products for personal consumption and the tendency to purchase coffee drinks suddenly with a monthly purchase frequency of > 1x, and coffee drinks purchased < 3 cups. Consumer preferences regarding coffee drink purchasing decisions refer to the choice of moderately priced coffee drinks (Rp. 10,000 – 12,000), sweet coffee drink taste, cold serving method (ice), calm coffee shop atmosphere, upgrade size packaging, caramel macchiato menu variant, and AC facilities at the Belikopi Driyorejo coffee shop.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIDN0714116201	mubarokah@upnjatim.ac.id
Thesis advisor	Setiawan, Risqi Firdaus	NIDN0007069601	Risqi.f.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Netta Aprillia Andaresta Putri

Date Deposited:

23 Sep 2024 02:55

Last Modified:

23 Sep 2024 02:55

URI:

https://repository.upnjatim.ac.id/id/eprint/30021