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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Indian Journal of Forensic Medicine & Toxicology Journal of Global Pharma Technology Indonesian Journal of Biomedicine and Clinical Sciences
Mifetika Lukitasari
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Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Health Professions Immunology & microbiology Medicine & Pharmacology Neuroscience Public Health Social Sciences

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Consumer Perceptions and Preferences of Beverage Products in Malang City Mohammad Saifur Rohman; Mifetika Lukitasari; Dwi Adi Nugroho; Nashi Widodo; Inggita Kusumastuty; Nur Ida Panca Nugrahini
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 5, No 1 (2022): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i1.3872

Abstract

This research aims to investigate the consumer perceptions and preferences of beverage products in Malang City, East Java. This study uses a Mixing theory approach, which analyzes research data quantitatively by using descriptive analysis, and qualitatively. The population is all consumers of beverage products in Malang city, where 220 consumers were selected as research samples through purposive random sampling. Primary data were collected using a questionnaire. Types of drinks that are commonly consumed by the local community include soft drinks, tea, milk, coffee, health drinks, and beverages included in "other" category. Furthermore, the most consumed beverage is coffee. The results demonstrate that the choice of beverage products is greater based on the health and refreshing benefits. In terms of purchasing methods, most consumers prefer buying directly at the nearest store. This finding is a strong signal for beverage producers to market the products widely to reach small stores in residential areas. Producers of beverages other than coffee are suggested to emphasize the refreshing or health benefits of the beverage products to gain consumers' preference.
Co-Authors ADITYA KURNIAWAN Andi Wahjono Ardian Rizal Cholid Tri Tjahjono Candra Dadang Hendrawan Djanggan Sargowo Dwi Adi Nugroho Ghazyarda Aqilah Setya Hikmawan Wahyu Sulistomo HUSNUL KHOTIMAH Ika Setyo Rini Indah Nur Chomsy Inggita Kusumastuty Jayarani Fatimah Putri M. Saifur Rohman Miryanti Cahyaningtias Mohammad Saifur Rohman Nashi Widodo Nur Ida Panca Nugrahini Rina Yudha Rusdianto Rusdianto Saifur Rohman Sasmojo Widito Suryanto widodo Ph.D yanna indrayana