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All Journal Agridevina : Berkala Ilmiah Agribisnis
Hakim, Burhanul
UPN "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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ANALISIS SEGMENTASI KOPI DI COFFEE SHOP BOJONEGORO Widayanti, Sri; Hakim, Burhanul; Winarno, Sri Tjondro
Agridevina : Berkala Ilmiah Agribisnis Vol 9, No 2 (2020): Agridevina : Berkala Ilmiah Agribisnis
Publisher : UPN VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/adv.v9i2.2530

Abstract

This study aims to analyze the coffee market segmentation in the coffee shop based on demographic characteristics, consumer behavior and psychography. This research was conducted in a coffee shop in Bojonegoro named Damai Cafe using primary data and secondary data. The data collection method used is by interviewing consumers and related parties. The number of samples used was 50 respondents. The data analysis used was cluster analysis and crosstab. The results showed that Segment 1 is a consumer who likes to drink coffee. Meanwhile, segment 2 is a consumer who is more consumptive, but does not like coffee drinks. DOi :  https://doi.org/10.33005/adv.v9i2.2530 
Co-Authors Sri Tjondro Winarno, Sri Tjondro Sri Widayanti