Analysis of Factors Affecting the Behavior of Coffee Shop Consumers in Jambi City (original) (raw)
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There are two variants of processed coffee, there are brewed coffee and instant coffee. Each coffee have their own consumers. The difference of consumer preference on coffee consumption led to research idea about factors that affecting consumer preference on coffee consumption. This research was conducted to determine factors that affecting consumer preference on consuming between brewed coffee and instant coffee by the case study was taken in Surabaya. Factors that affecting preference of coffee selection are gender, age, last education, coffee drinking experience, early age of coffee consumption, and number of family members. With number of respondents equal to 57 respondents, this research would be analyzed by using logistic regression to determine the opportunity of which coffee were preferred by consumers. Based on parameter estimation result, four variables had a significant effect, there were gender, last education, drinking coffee experience, and number of family members. The four independent variables could explain the model of coffee consumer preference around 51 percent. Opportunities of adult male, with high school education level; drinking coffee experience around 11-20 years; and number of families were more than five, consumed instant coffee around 0.13. Unlike the female consumer who preferred consuming instant coffee with opportunities was around 0.81 to brewed coffee. Producers have to be able to see that the calculation is an opportunity for them to differentiate their owned coffee product. Coffee producers can compete by making product innovation which could be affordable to all consumers both male and female.
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There are two variants of processed coffee, there are brewed coffee and instant coffee. Each coffee have their own consumers. The difference of consumer preference on coffee consumption led to research idea about factors that affecting consumer preference on coffee consumption. This research was conducted to determine factors that affecting consumer preference on consuming between brewed coffee and instant coffee by the case study was taken in Surabaya. Factors that affecting preference of coffee selection are gender, age, last education, coffee drinking experience, early age of coffee consumption, and number of family members. With number of respondents equal to 57 respondents, this research would be analyzed by using logistic regression to determine the opportunity of which coffee were preferred by consumers. Based on parameter estimation result, four variables had a significant effect, there were gender, last education, drinking coffee experience, and number of family members. Th...
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Pekanbaru is one of the cities in Indonesia where the number of new coffee shops increase year by year. Unfortunately, beside those new coffee shops, there are also many old coffee shops cannot maintain their business and finally closed. Thus, this research aimed to analyze the effect of consumers motivation and marketing mix (7P) on visit decisions and consumers loyalty at coffee shops in Pekanbaru. This research used a quantitative method with 207 respondents. The data processing and analysis techniques consist of validity and reliability tests, descriptive analysis (consumers characteristics and visit decisions), and linear regression analysis (classical assumption test, linear regression equation, partial test, simultaneous test, and coefficient of determination test). This research showed that consumers motivation, product, promotion, people, physical evidence, and process partially have a positive and significant effect on visit decisions. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a positive and significant effect on visit decisions. The consumers motivation, product, physical evidence, and process partially have a positive and significant effect on consumers loyalty. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a significant effect on consumers loyalty. The decision to visit has a positive and significant effect on consumers loyalty.