Perilaku Konsumen dalam Pengambilan Keputusan Membeli Kopi di Coffee shop Kota Bogor

Abstract

Bogor merupakan salah satu pasar coffee shop yang potensial. Hal ini dapat dilihat dari kebutuhan masyarakat menghabiskan waktu di coffee shop untuk mengisi waktu luang ataupun melakukan aktivitas seperti diskusi dan mengerjakan tugas. Hasil dari sensus penduduk Kota Bogor pada tahun 2021 mencatat mayoritas penduduk didominasi oleh Generasi Z dan Generasi Milenial. Tren coffee shop ini menjadi suatu bentuk aktualisasi diri terutama bagi generasi milenial dan generasi Z. Desain penelitian menggunakan cross sectional survey design. Penelitian difokuskan pada perikalu konsumen pada saat mengambil keputusan pembelian produk coffee shop. Penelitian akan dilakukan secara kuantitatif. Instrumen pada penelitian menggunakan kuesioner dalam bentuk Google Form yang disebarkan melalui link secara online di aplikasi media sosial seperti Instagram dan Whatsapp. Populasi pada penelitian ini adalah konsumen kopi di Kota Bogor. Menurut Hair, Anderson, Tatham & Black (2010) besarnya sampel bila terlalu besar akan menyulitkan untuk mendapat model yang cocok, dan disarankan ukuran sampel yang sesuai antara 100 - 200 responden agar dapat digunakan estimasi interpretasi dengan Structural Equation Model (SEM). Untuk itu jumlah sampel akan ditentukan berdasarkan hasil perhitungan sampel minimum. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap minat beli, brand image berpengaruh positif dan signifikan terhadap keputusan, atmosphere coffee shop berpengaruh positif dan signifikan terhadap minat beli, atmosphere coffee shop tidak berpengaruh signikan terhadap keputusan pembelian konsumen, service quality berpengaruh positif dan signifikan terhadap minat beli, service quality berpengaruh positif dan signifikan terhadap keputusan pembelian, minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image tidak berpengaruh signifikan terhadap keputusan pembelian melalui minat beli sebagai variabel intervening, atmosphere coffee shop berpengaruh positif dan signifikan terhadap keputusan pembelian melalui minat beli sebagai variabel intervening, service quality tidak berpengaruh signifikan terhadap keputusan pembelian melalui minat beli sebagai variabel intervening. Saran yang dapat dianjurkan kepada pengusaha coffee shop adalah memertimbangkan strategi yang direkomendasikan sehingga dapat meningkatkan minat beli dan keputusan pembelian konsumen kopi di coffee shop. Objek penelitian ini adalah kopi di coffee shop Kota Bogor, oleh karena itu strategi yang disampaikan merupakan strategi yang dapat digunakan oleh pengusaha coffee shop di Kota Bogor.

Bogor is one of the potential coffee shop markets. This can be seen from the need of people to spend time at coffee shops to fill their free time or carry out activities such as discussions and doing assignments. From Bogor City population census in 2021 record that the majority of the population is dominated by Generation Z and Millennial Generation. This coffee shop trend has become a form of self-actualization, especially for the millennial generation and generation Z. The research design used a cross-sectional survey design. The research is focused on consumer behavior when making purchasing decisions for coffee shop products. The research will be conducted quantitatively. The research instrument used a questionnaire in Google Form which was distributed via online links on social media applications such as Instagram and Whatsapp. The population in this study are coffee consumers in Bogor City. According to Hair, Anderson, Tatham & Black (2010) if the sample size is too large it will be difficult to obtain a suitable model, and it is recommended that an appropriate sample size be between 100 - 200 respondents so that estimation interpretation can be used with the Structural Equation Model (SEM). For this reason, the number of samples will be determined based on the results of the minimum sample calculation. The results showed that brand image had no significant effect on purchase intention, brand image had a positive and significant effect on decisions, the coffee shop atmosphere had a positive and significant effect on purchase intention, the coffee shop atmosphere had no significant effect on consumer purchasing decisions, service quality had a positive and significant effect on buying interest, service quality has a positive and significant effect on purchasing decisions, buying interest has a positive and significant effect on purchasing decisions, brand image does not have a significant effect on purchasing decisions through buying interest as an intervening variable, coffee shop atmosphere has a positive and significant effect on purchasing decisions through purchase intention as an intervening variable, service quality does not significantly influence purchase decisions through purchase intention as an intervening variable. Advice that can be recommended to coffee shop entrepreneurs is to consider the recommended strategies so that they can increase buying interest and purchasing decisions of coffee consumers in coffee shops. The object of this research is coffee in Bogor City coffee shops, therefore the strategy presented is a strategy that can be used by coffee shop entrepreneurs in Bogor City.