Anisah, Nur (2025) Pengaruh Persepsi dan Preferensi Konsumen Kopi Kelana Terhadap Minat Beli Konsumen Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Consumer Perception and Consumer Preference on Purchase Intention toward Kopi Kelana products in Surabaya. The research is grounded in the growing competition within the coffee business and the importance of understanding how consumers’ evaluations and brand inclinations shape their purchasing decisions. A quantitative approach was employed through the distribution of questionnaires to Kopi Kelana consumers and the use of multiple linear regression for data analysis. The results indicate that both Consumer Perception and Consumer Preference have a positive and significant influence on Purchase Intention, both partially and simultaneously. Perception related to product quality, taste, price suitability, and good service is shown to enhance consumers’ willingness to make a purchase. Likewise, consumer preference, which reflects liking, attachment to the brand, and favorable comparison with alternative products, also strengthens Purchase Intention. The study highlights that positive perception is the most dominant factor shaping consumers’ intention to purchase Kopi Kelana products. The findings provide valuable implications for coffee business practitioners to improve product quality, strengthen brand identity, and develop marketing strategies that build stronger consumer perceptions and preferences.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | NUR ANI SAH | ||||||||
| Date Deposited: | 17 Nov 2025 06:53 | ||||||||
| Last Modified: | 17 Nov 2025 06:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46269 |
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