ARIFIN, ANGELIA EKA PUTRI (2025) ANALISIS PREFERENSI DAN KEPUASAN KONSUMEN TERHADAP ATRIBUT MUTU MINUMAN KOPI KELILING DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Changes in the lifestyle of modern society that are all practical play a role in increasing coffee consumption and encourage competition between mobile coffee brands as an innovative alternative, so in this case it is necessary to research on consumer preferences and satisfaction. This study aims to determine preferences, purchasing patterns and levels of consumer satisfaction towards mobile coffee drinks in the city of Surabaya. Data collection was conducted through a survey of 100 respondents using the probability sampling method. Data analysis in this study used the conjoint analysis method, quantitative descriptive analysis of the customer satisfaction index (CSI) and importance performance analysis (IPA) processed with the help of SPSS software version 29.0. The results showed that the highest consumer preference is in the combination of five, namely creamy taste, price <Rp. 8,000, strawless lid cup packaging design and premium quality. The level of consumer satisfaction is in the very satisfied category with a CSI value of 81.76%. Based on the results of the IPA analysis, one attribute is in quadrant I (top priority), namely employee speed in handling transactions, eight attributes are in quadrant II (maintain performance), six attributes are in quadrant III (low priority), and one attribute is in quadrant IV (excessive), namely ease of payment. These findings are expected to be a reference for mobile coffee businesses in Surabaya City to improve the quality of services and products in accordance with consumer expectations.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) | ||||||||
| Divisions: | Faculty of Engineering > Departement of Food Engineering | ||||||||
| Depositing User: | Angelia Eka Putri Arifin | ||||||||
| Date Deposited: | 16 Sep 2025 02:27 | ||||||||
| Last Modified: | 16 Sep 2025 02:27 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43496 |
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