NOVIA, ARISTA (2024) ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN KOPI DI COFFEE SHOP LEMARI KOPI KOTA TANGERANG SELATAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to (1) describe the characteristics of coffee shop consumers Lemari Kopi, (2) describe the factors that influence consumers partially and simultaneously in consuming at the coffee shop Lemari Kopi. This study uses a descriptive method with a quantitative approach. The population in this study were consumers of Lemari Kopi whose population size cannot be measured with certainty. The data collection technique was carried out through a survey with a total of 96 respondents selected using the accidental sampling technique. The results of the study showed that the general characteristics of consumers of the coffee shop Lemari Kopi were dominated by male respondents, with an age range of 31 - 35 years. The last education of the majority of respondents was college, with activities as private employees with monthly expenses of Rp. 2,000,000 - Rp. 5,000,000. Cultural, social, personal and psychological factors have a significant influence simultaneously on the decision to purchase coffee at Lemari Kopi, with psychological factors being the most dominant variable partially influencing the decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk (1) menganalisis karakteristik konsumen coffee shop Lemari Kopi, dan (2) menganalisis faktor-faktor yang memengaruhi konsumen baik secara parsial maupun simultan dalam mengonsumsi produk di coffee shop Lemari Kopi. Penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen Lemari Kopi yang jumlahnya tidak dapat diukur dengan pasti. Teknik pengumpulan data dilakukan melalui survei dengan total 96 responden yang dipilih menggunakan teknik accidental sampling. Hasil penelitian menunjukkan bahwa karakteristik umum konsumen coffee shop Lemari Kopi didominasi oleh responden pria, dengan rentang usia 31 - 35 tahun. Pendidikan terakhir mayoritas responden adalah perguruan tinggi, dengan pekerjaan sebagai karyawan swasta dan pengeluaran bulanan sebesar Rp. 2.000.000 - Rp. 5.000.000. Faktor budaya, sosial, pribadi, dan psikologis memiliki pengaruh yang signifikan secara simultan terhadap keputusan pembelian kopi di Lemari Kopi, dengan faktor psikologis sebagai variabel yang paling dominan secara parsial memengaruhi keputusan tersebut. | |||||||||
| Uncontrolled Keywords: | Cultural Factors, Social Factors, Personal Factors, Psychological Factors, Purchasing Decisions Faktor Budaya, Faktor Sosial, Faktor Pribadi, Faktor Psikologis, Keputusan Pembelian | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Arista Novia | |||||||||
| Date Deposited: | 23 Sep 2024 10:00 | |||||||||
| Last Modified: | 23 Sep 2024 10:00 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42323 |
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ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN KOPI DI COFFEE SHOP LEMARI KOPI KOTA TANGERANG SELATAN. (deposited UNSPECIFIED)
- ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN KOPI DI COFFEE SHOP LEMARI KOPI KOTA TANGERANG SELATAN. (deposited 23 Sep 2024 10:00) [Currently Displayed]
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