| dc.description.abstract | The growth of coffee shops around the world has increased rapidly, reflecting
the changing lifestyles and consumption habits of the global community. This
research aimed to identify differences in consumer preferences for coffee shops in
the Cities of Bremen and Bogor using conjoint analysis. The research was
conducted from October 2023 to June 2024 involving 65 respondents in each city
with purposive sampling technique and using quantitative descriptive approach.
Consumers in Bremen City prioritized facility attributes, followed by atmosphere,
location, price, service, and product. Consumers tended to choose coffee shops with
clean toilet facilities, an outdoor atmosphere, a location far from living or working
place, a price range of Rp85.000,00-Rp135.000,00 polite service, and product
compatibility with price. Meanwhile, consumers in Bogor City prioritized facility
attributes, followed by price, service, location, atmosphere, and product. The
preferred attributes included a large parking lot, a price range between
Rp30.000,00-Rp50.000,00, responsive service, a location with good traffic flow, a
semi-outdoor atmosphere, and product compatibility with price. | |
