Almadila, Putri (2023) PREFERENSI KONSUMEN TERHADAP PRODUK MINUMAN KOPI DI KEDAI “HASTAG COFFEE” KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine consumer preferences in purchasing decisions for coffee beverage products at Hastag Coffee shops in Serang City. The basic method in this research is a quantitative descriptive method. The sample of this research was 50 people which was carried out by accidental sampling method. The attributes used in this study were taste, aroma, price, coffee presentation and menu variants. The analysis used is Conjoint analysis. The results of this analysis indicate that there is a significant or interrelated relationship between coffee consumer preferences at Hastag Coffee shops and the attributes used in this study. It was found that the average visitor that the characteristics of the majority of Hastag Coffee shop consumers were male aged 17-22 years with high school education, the income of the majority of visitors as students was less than Rp. 1,000,000 and comes from the city of Serang. Attributes of coffee drink products that are consumer preferences at Hastag Coffee shops in Serang City are consumers prefer coffee drinks with a sweet taste, strong aroma, low prices (Rp. 17.000 – Rp. 20.000), serving cold coffee and menu variants based on espresso. The attribute that is most considered by consumers in the decision to consume coffee beverage products is the attribute of taste. The order of attributes from the most considered to the least considered was the taste of the coffee drink (35,546), the price of the coffee drink (22,680), the presentation of the coffee (15,366), the aroma of the coffee drink (15,069) and finally the menu variant (11,339).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui preferensi konsumen dalam keputusan pembelian produk minuman kopi pada kedai Kopi Hastag di Kota Serang. Metode dasar dalam penelitian ini adalah metode deskriptif kuantitatif. Sampel penelitian ini adalah 50 orang yang dilakukan dengan metode accidental sampling. Atribut yang digunakan dalam penelitian ini adalah rasa, aroma, harga, penyajian kopi dan varian menu. Analisis yang digunakan adalah analisis Conjoint. Hasil analisis ini menunjukkan bahwa terdapat hubungan yang signifikan atau saling terkait antara preferensi konsumen kopi di kedai Kopi Hastag dengan atribut yang digunakan dalam penelitian ini. Didapatkan bahwa rata-rata pengunjung dengan karakteristik mayoritas konsumen kedai Kopi Hastag adalah laki-laki berusia 17-22 tahun dengan pendidikan SMA, pendapatan pengunjung mayoritas adalah pelajar kurang dari Rp. 1.000.000 dan berasal dari kota Serang. Atribut produk minuman kopi yang menjadi preferensi konsumen pada kedai Kopi Hastag di Kota Serang adalah konsumen lebih menyukai minuman kopi dengan rasa manis, aroma kuat, harga murah (Rp 17.000 – Rp 20.000), sajian kopi dingin dan varian menu berbasis espresso . Atribut yang paling diperhatikan konsumen dalam keputusan mengkonsumsi produk minuman kopi adalah atribut rasa. Urutan atribut dari yang paling diperhatikan hingga yang paling tidak diperhatikan adalah rasa minuman kopi (35.546), harga minuman kopi (22.680), penyajian kopi (15.366), aroma minuman kopi (15.069 ) dan terakhir varian menu (11.339). | |||||||||
| Uncontrolled Keywords: | Consumer Preference, Coffee Attributes and Levels, Conjoint Analysis Preferensi Konsumen, Atribut dan level kopi, Analisis Conjoint | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Putri Almadila | |||||||||
| Date Deposited: | 31 Oct 2023 10:09 | |||||||||
| Last Modified: | 31 Oct 2023 10:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28970 |
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