Comparative Study of Consumer Preferences in Choosing a Coffee Shop in the Cities of Bremen and Bogor

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.