SASTRA, SONY (2023) ANALISIS KEPUTUSAN PEMBELIAN KOPI ARABIKA DAN KOPI ROBUSTA DI MATH COFFEE AND RESTO KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this research is to know the characteristics of consumers of Arabica and Robusta coffee products at Math Coffee and Resto, Tangerang City. The second aim of this study was to determine the decision making process for purchasing Arabica and Robusta coffee products at Math Coffee and Resto, Tangerang City. Types and sources of data using primary and secondary data. The sampling technique for respondents using the Non-Probability sampling technique was obtained by 70 respondents according to the variables used. This research method uses validity test, reliability test, and descriptive analysis. It can be concluded that the results of the interviews are the decision making process, the first stage is the introduction of needs for daily needs of hanging out with friends with the latte variant, the second stage is searching for information online using Instagram media, the third stage is evaluating alternatives to coming to Math Coffee and other restaurants namely Kedai Janji Jiwa, the decision- making stage by friends who are planned on holidays taking into account health protocols and the final post-purchase stage, namely claiming to be satisfied with the service and will come back. Based on the results of this study, it shows that consumers are more interested in the latte variant with the characteristics of Robusta coffee which is ordered a lot because it has a strong level of viscosity.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui karakteristik konsumen produk kopi arabika dan kopi robusta di Math Coffee and Resto Kota Tangerang. Tujuan kedua penelitian ini adalah untuk mengetahui tahap proses pengambilan keputusan pembelian produk kopi arabika dan kopi robusta di Math Coffee and Resto Kota Tangerang. Jenis dan sumber data menggunakan data primer dan sekunder. Teknik pengambilan sampel responden menggunakan teknik Non Probability sampling didapatkan 70 responden sesuai dengan variabel yang digunakan. Metode penelitian ini menggunakan Uji Validitas, Uji Reliabilitas, dan Analisis Deskriptif. Dapat disimpulkan hasil dari wawancara yaitu proses pengambilan keputusan tahap pertama pengenalan kebutuhan untuk kebutuhan sehari-hari berkumpul bersama teman-teman dengan varian latte, tahap kedua mencari informasi secara online dengan menggunakan media instagram, tahap ketiga evaluasi alternatif datang ke Math Coffee and Resto lain yaitu Kedai Janji Jiwa, tahap pengambilan keputusan oleh teman yang sudah direncanakan di hari libur dengan memperhatikan protokol kesehatan dan tahap terakhir pasca pembelian yaitu mengaku puas atas layanan dan akan datang kembali. Berdasarkan hasil penelitian tersebut menunjukkan bahwa konsumen lebih tertarik pada varian latte dengan ciri khas kopi robusta yang banyak dipesan karena memiliki tingkat kekentalan yang kuat. | |||||||||
| Uncontrolled Keywords: | Keywords: Coffee, Consumer Characteristics, Decision Making Process | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mr Sony Sastra | |||||||||
| Date Deposited: | 20 Sep 2023 10:18 | |||||||||
| Last Modified: | 20 Sep 2023 10:18 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29096 |
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