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http://repository.ipb.ac.id/handle/123456789/132489
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DC Field | Value | Language |
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dc.contributor.advisor | Taryana, Asep | - |
dc.contributor.advisor | Palupiningrum, Agustina Widi | - |
dc.contributor.author | Mutaqqin, Moch. Ichwan | - |
dc.date.accessioned | 2023-11-20T08:50:43Z | - |
dc.date.available | 2023-11-20T08:50:43Z | - |
dc.date.issued | 2023-11-20 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/132489 | - |
dc.description.abstract | Kopi telah menjadi bagian dari gaya hidup dan digemari oleh masyarakat sehingga menjadi usaha yang menjanjikan. Semakin menjamurnya coffee shop di Kota Bontang menyebabkan persaingan bisnis sehingga terjadi fluktuasi penjualan. Untuk pemasaran yang efektif, pemilik coffee shop perlu memahami preferensi konsumen di Kota Bontang. Penelitian ini berfokus pada coffee shop di Kota Bontang Kalimantan Timur, dengan tujuan menentukan strategi berdasarkan perilaku konsumen. Metode penelitian menggunakan analisis konjoin dengan sampel 147 responden melalui purposive sampling. Lokasi menjadi atribut terpenting, diikuti oleh atmosfer, harga, fasilitas, pelayanan, dan produk. Konsumen cenderung memilih coffee shop yang dekat dengan tempat tinggal, harga Rp 10.000 – Rp 15.000, fasilitas Wifi, pelayanan cepat, dan tampilan menu yang menarik. Implikasi strategis dari penelitian ini dapat membantu pemilik coffee shop memahami preferensi konsumen dan meningkatkan pemasaran mereka di Kota Bontang. | id |
dc.description.abstract | Coffee has become a part of lifestyle, embraced by the community and promising as a lucrative business. The proliferation of coffee shops in Kota Bontang has intensified business competition, leading to sales fluctuations. For effective marketing, coffee shop owners need to understand consumer preferences in Kota Bontang. This study focuses on coffee shops Bontang East Kalimantan, aiming to determine strategies based on consumer behavior. The research method employs conjoint analysis with a sample of 147 respondents selected through purposive sampling. Location emerges as the most crucial attribute, followed by atmosphere, price, facilities, service, and products. Consumers tend to choose coffee shops close to their residences, with prices ranging from Rp 10,000 to Rp 15,000, Wifi facilities, prompt service, and visually appealing menu displays. The strategic implications of this research can assist coffee shop owners in understanding consumer preferences and enhancing their marketing efforts in Kota Bontang. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.subject.ddc | Business | id |
dc.title | Analisis Preferensi Konsumen Dalam Memilih Coffee Shop di Kota Bontang | id |
dc.title.alternative | Analysis of Consumer Preferences in choosing a Coffee Shop in Bontang City | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | Consumer Preference | id |
dc.subject.keyword | Coffee Shop | id |
dc.subject.keyword | Conjoint Analysis | id |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
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Moch. Ichwan Mutaqqin Cover sd Daftar.pdf Restricted Access | Cover | 778.93 kB | Adobe PDF | View/Open |
Moch. Ichwan Mutaqqin K14190092 FULL SKRIPSI.pdf Restricted Access | Fulltext | 1.44 MB | Adobe PDF | View/Open |
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