NUR MALASARI, AMI (2023) ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN MINUMAN KOPI (Suatu Kasus Pada Kedai Kopi Jelita Cipocok Jaya Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Coffee is one of the types of beverages that are in the interest of the Indonesian society, especially the millennials. Based on data from the International Coffee Organization (ICO), Indonesia's coffee consumption for the 2020/2021 period is in the 5th highest coffee consumption country in the world with a total consumption of 5 million bags measuring 60 kg. The data shows that coffee consumption in Indonesia has increased, encouraging the development of coffee shop business in Indonesia, one of which is Kedai Kopi Jelita located in Jendral Sudirman street No. 101 Cipocok Jaya Kota Serang. The purpose of this study was to analyze the influence of product quality, price, and store atmosphere on coffee beverage consumer satisfaction at Kedai Kopi Jelita partially and simultaneously. The results showed that the characteristics of the respondents at Kedai Kopi Jelita were mostly male, aged 17-22 years, and had jobs as students. The coefficient of determination (R²) shows that the independent variables studied are able to explain 62.5% of coffee beverage consumer satisfaction, while the remaining 37.5% is explained by other variables not examined in this study. Simultaneously, the independent variables (product quality, price, and store atmosphere) jointly have a significant influence on the dependent variable, namely coffee beverage consumer satisfaction. Partially, the independent variables (product quality, price, and store atmosphere) have a significant influence on coffee beverage consumer satisfaction. Keyword: coffee shop, coffe beverage consumer satisfaction, product quality, price, store atmosphere

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor MEGA SARI, RATNA 198708162015042002 Thesis advisor SUJANAH, NANAH 19701126203122001
Additional Information:	Kopi merupakan salah satu jenis minuman yang diminati oleh masyarakat Indonesia, khususnya kaum milenial. Berdasarkan data International Coffee Organization (ICO), konsumsi kopi Indonesia periode 2020/2021 berada di urutan ke-5 negara konsumsi kopi tertinggi di dunia dengan total konsumsi 5 juta karung berukuran 60 kg. Data tersebut menunjukkan bahwa konsumsi kopi di Indonesia semakin meningkat sehingga mendorong berkembangnya bisnis kedai kopi di Indonesia, salah satunya Kedai Kopi Jelita yang terletak di jalan Jendral Sudirman No. 101 Cipocok Jaya Kota Serang. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas produk, harga, dan store atmosphere terhadap kepuasan konsumen minuman kopi di Kedai Kopi Jelita secara parsial dan simultan. Hasil penelitian menunjukkan bahwa karakteristik responden di Kedai Kopi Jelita sebagian besar berjenis kelamin laki-laki, berusia 17-22 tahun, dan memiliki pekerjaan sebagai mahasiswa. Koefisien determinasi (R²) menunjukkan bahwa variabel independen yang diteliti mampu menjelaskan kepuasan konsumen minuman kopi sebesar 62,5%, sedangkan sisanya sebesar 37,5% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Secara simultan variabel independen (kualitas produk, harga, dan atmosfir toko) secara bersama-sama berpengaruh signifikan terhadap variabel dependen yaitu kepuasan konsumen minuman kopi. Secara parsial variabel independen (kualitas produk, harga, dan store atmosphere) berpengaruh signifikan terhadap kepuasan konsumen minuman kopi. Kata kunci: kedai kopi, kepuasan konsumen minuman kopi, kualitas produk, harga, store atmosphere
Uncontrolled Keywords:	coffee shop, coffee beverage consumer satisfaction, product quality, price, store atmosphere
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HC Economic History and Conditions
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	AMI NUR MALASARI
Date Deposited:	12 Jul 2023 14:40
Last Modified:	12 Jul 2023 14:40
URI:	http://eprints.untirta.ac.id/id/eprint/26003

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