Analisis Faktor Faktor yang Mempengaruhi Perilaku Konsumen Coffee Shop di Kota Jambi

Carolin, Della Zulia (2021) Analisis Faktor Faktor yang Mempengaruhi Perilaku Konsumen Coffee Shop di Kota Jambi. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk: 1) Mengetahui perilaku konsumen coffee shop di Kota Jambi, 2) Mengetahui Faktor-faktor apa sajakah yang mempengaruhi konsumen coffee shop di Kota Jambi. Penelitian ini dilaksanakan di coffee shop yang ada di Kota Jambi. Pemilihan lokasi penelitian ini dilakukan dengan metode purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah menggunakan data primer dan menggunakan pendekatan Smart Partial Least Square (PLS). Hasil penelitian menunjukkan 1) Perilaku konsumen Coffee shop di Kota Jambi berdasarkan hasil penelitian adalah sebagian besar responden yang mengunjungi coffee shop menyatakan setuju pemilihan dan keputusan dalam berperilaku. Sebanyak 57,5% orang konsumen dalam penelitian ini mengungkapkan bahwa mereka memilih coffee shop tersebut karena harga yang ditawarkan terjangkau, kopi yang disuguhkan berkualitas, dan memiliki rasa yang enak, dan 55% menyatakan bahwa mereka membeli kopi di coffee shop karena sesuai dengan kebutuhan konsumsi mereka, kopi yang dijual mempunyai kesegaran yang kuat, dan mempunyai banyak varian rasa. 2) Faktor yang mempengaruhi perilaku konsumen coffee shop di Kota Jambi adalah faktor internal dan faktor eksternal,berdasarkan hasil penelitian, faktor eksternal secara langsung berpengaruh positif dan signifikan terhadap coffee shop dengan koefisien sebesaar 0,519 dengan p value (0,000) < α (0,05). Pengaruh total hasil penelitian faktor eksternal secara total berpengaruh positif dan signifikan terhadap perilaku konsumen dengan koefisien sebesaar 0,487 dengan p value (0,000) < α (0,05). Kata Kunci : Perilaku Konsumen, Coffee shop, Keputusan Pembelian ABSTRACT This study aims to: 1) Knowing the behavior of coffee shop consumers in Jambi City, 2) Knowing what factors influence coffee shop consumers in Jambi City. This research was conducted in a coffee shop in Jambi City. The location of this research was chosen by using purposive sampling method. The data analysis used in this research is using primary data and using the Smart Partial Least Square (PLS) approach. The results showed 1) Coffee shop consumer behavior in Jambi City based on the results of the study, most of the respondents who visited the coffee shop agreed with the selection and decision to behave. As many as 57.5% of consumers in this study revealed that they chose the coffee shop because the price offered was affordable, the coffee served was of good quality, and had a good taste, and 55% stated that they bought coffee at the coffee shop because it was in accordance with consumption needs. For them, the coffee sold has a strong freshness, and has many flavors. 2) Factors that influence coffee shop consumer behavior in Jambi City are internal factors and external factors, based on the results of the study, external factors directly have a positive and significant effect on coffee shops with a coefficient of 0.519 with p value (0.000) < (0.05 ). The total influence of the results of the external factor research has a positive and significant effect on consumer behavior with a coefficient of 0.487 with p value (0.000) < (0.05). Keywords: Consumer Behavior, Coffee shop, Purchase Decision

Type: Thesis (S1)
Uncontrolled Keywords: Perilaku Konsumen, Coffee shop, Keputusan Pembelian
Subjects: L Education > L Education (General)
Divisions: Fakultas Pertanian > Agribisnis
Depositing User: Carolin
Date Deposited: 20 Jan 2022 02:19
Last Modified: 20 Jan 2022 02:19
URI: https://repository.unja.ac.id/id/eprint/30576

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