ALAN ISTIQLAL, MOCHAMAD (2021) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MINUMAN KOPI DI KEDAI KOPI (KAFE) KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to find out the factors that influence the decision to purchase coffee drinks in coffee shops (kafe) in Cilegon City. This research was conducted in 4 coffee shop (kafe) that is, “Empat kopi”, “Jannor Coffee & Co”, “Markas kopi”, and “Wekaps”. The method used is a survey with 60 samples and descriptive analysis and factor analysis as the analytical method used. Descriptive analysis is used to determine the characteristics of consumers and the process of purchasing decisions for coffee drinks, while factor analysis is used to create factor groups based on the similarity of variable attributes so that the main factors that influence purchasing decisions are formed. Based on the calculation of factor analysis, there are eight main factor 1)condition and environmental influences, 2)asset and family influences, 3)people and motivation, 4)service and price suitability, 5) product characteristics and health, 6) physical evidence, 7) consumer habits, and 8) taste
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | This research aims to find out the factors that influence the decision to purchase coffee drinks in coffee shops (kafe) in Cilegon City. This research was conducted in 4 coffee shop (kafe) that is, “Empat kopi”, “Jannor Coffee & Co”, “Markas kopi”, and “Wekaps”. The method used is a survey with 60 samples and descriptive analysis and factor analysis as the analytical method used. Descriptive analysis is used to determine the characteristics of consumers and the process of purchasing decisions for coffee drinks, while factor analysis is used to create factor groups based on the similarity of variable attributes so that the main factors that influence purchasing decisions are formed. Based on the calculation of factor analysis, there are eight main factor 1)condition and environmental influences, 2)asset and family influences, 3)people and motivation, 4)service and price suitability, 5) product characteristics and health, 6) physical evidence, 7) consumer habits, and 8) taste | |||||||||
| Uncontrolled Keywords: | Keywords: Cilegon, Coffee, Coffee shop, Consumers, Factors. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 01 Aug 2022 09:08 | |||||||||
| Last Modified: | 01 Aug 2022 09:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15012 |
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