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All Journal Jurnal EK dan BI Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)
Tasya Angelita
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Economics, Econometrics & Finance

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ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA TOMORO COFFEE KOTA BOGOR Elfa Syukrina; Marcella Magdhalena Erlely; Salsa Nur Maulida; Muhammad Ifran; Veralianta Br Sebayang; Tasya Angelita
Jurnal Ekonomi dan Bisnis (EK dan BI) Vol 7 No 1 (2024)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ekbi.v7i1.1354

Abstract

Tomoro Coffee is one of the local coffee shops that is growing rapidly in Indonesia. Understanding consumer preferences for Tomoro Coffee is important for business development and effective marketing strategies. This research aims to analyze consumer preferences regarding Tomoro Coffee purchasing decisions using descriptive analysis and the Fishbein multi-attribute model with a total of 100 respondents who are Tomoro Coffee consumers. The research results show that the factors that consumers prioritize in determining purchases are the taste and service attributes, while the location and packaging attributes do not have much influence on purchasing decisions. This research provides important implications for Tomoro Coffee to maintain and improve product quality, improve service, create a comfortable atmosphere, and expand the reach of shop locations. Understanding consumer preferences can help Tomoro Coffee make marketing strategy decisions to increase competitiveness and achieve business success.
Analisis Preferensi Konsumen Terhadap Keputusan Pembelian Fried Chicken Di Convenience Store (Studi Kasus : Circle K Kumbang, Kota Bogor) Berutu, Febri; Fayza Andani; Rheisya Silvanny; Merin Ananda Permana Fitroh; Husnul Arrafi; Aliyah Rahma; Rasidin Karo Karo Sitepu; Tasya Angelita
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 4 No 2 (2024): Edisi Mei 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jamek.v4i2.1275

Abstract

Modernization causes changes in food consumption, one of which is fast food, Fried chicken is a fast food menu that we often consume, this type of food is not only found in restaurants but also in convenience stores or convenience stores, one of which is Circle K. Problems at Circle K branches The Bogor City Kumbang is the lack of consumer buying interest in the fried chicken menu, not to mention its position close to competitors who sell similar products, namely Lawson, Mcdonald's and Burger King. This research aims to determine consumers' main attributes when buying fried chicken. The research location is Circle K Kumbang branch, Bogor City. This research uses a questionnaire in the form of a Google form as qualitative data. The sampling technique uses accidental sampling with a total of 60 respondents. The method used to answer this research is conjoint analysis. Conjoint analysis is a multivariate method used to study respondents' preferences for various types of goods (products, services and ideas). Data was processed with SPSS software. The results of the analysis show that the main attributes in the decision to purchase fried chicken include 1) consumers prefer the attribute of large pieces of chicken meat; 2) the texture attribute of thick, crispy chicken skin; 3) the appearance attribute of yellow skin; 4) packaging attributes using food boxes; and 5) selling price attribute > IDR 20,000.
Co-Authors Aliyah Rahma Berutu, Febri Elfa Syukrina Fayza Andani Husnul Arrafi Marcella Magdhalena Erlely Merin Ananda Permana Fitroh Muhammad Ifran Rasidin Karo-Karo Sitepu Rheisya Silvanny Salsa Nur Maulida Sebayang, Veralianta Br