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All Journal Journal of Economic, Bussines and Accounting (COSTING) J-CEKI
Samsul Arifin
Universitas Bakrie
Humanities Economics, Econometrics & Finance Social Sciences

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FAKTOR-FAKTOR YANG MEMPENGARUHI PILIHAN KONSUMEN TERHADAP KOPI TOMORO DIBANDINGKAN MEREK LAIN (STUDI PENELITIAN GROUNDED THEORY) Abhiyoga Deyandra Putra; Muhammad Feyzel Khalfani Putra Ardaneswo; Samsul Arifin; Jerry Heykal
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.10246

Abstract

The research aims to capture the voices of Indonesian coffee consumers and develop a nuanced understanding of their preference for Tomoro Coffee. This will contribute valuable knowledge to the existing body of research on consumer behavior in the Indonesian coffee market and provide actionable insights for Tomoro Coffee's future marketing strategies. The approach utilized in this research employs a qualitative method based on grounded theory principles, enabling researchers to develop constructs and theories directly from data collected firsthand, rather than relying on pre-existing theories. Furthermore, the classification of categories into broader themes was carried out to identify the relationships among the compiled categories. Based on the study results, three major themes emerged from interviews with three business actors: Product Characteristics, Brand Image and Marketing, and Price and Value Perception. It can be concluded from the study results that the factors influencing consumer choice of Tomoro Coffee over other brands include the price and the value of the service and products obtained from Tomoro Coffee. Brand image and marketing also influence consumer choice because attractive marketing and promotions draw consumers to purchase Tomoro Coffee. Meanwhile, the variety of the menu, although not dominant, still serves as a reference for consumers to purchase Tomoro Coffee, particularly due to the delicious coffee flavors and affordable prices for consumers. In summary, the research highlights that the key factors driving consumer preference for Tomoro Coffee are competitive pricing, perceived value, effective marketing, and the quality of the product offerings. These insights can help Tomoro Coffee refine its marketing strategies and product development to better meet the needs and preferences of Indonesian coffee consumers. Keywords: Indonesian Coffee Market; Tomoro Coffee; Marketing Strategies; Qualitative Research; Grounded Theory.
Analysis of Factors Influencing Repurchase Decisions for Mie Sedaap Products Using Binary Logistic Regression Method Abhiyoga Deyandra Putra; Samsul Arifin; Muhammad Feyzel Khalfani Putra Ardanesworo; Jerry Heikal
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 2: Februari 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i2.7525

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian kembali produk Mie Sedaap dengan metode regresi logistik biner. Di tengah persaingan ketat industri mi instan di Indonesia, penelitian ini mengevaluasi pengaruh 27 variabel independen terhadap kepuasan pelanggan dan niat beli ulang. Variabel tersebut meliputi Harga Terjangkau, Harga Kompetitif, Harga Sesuai Kualitas, Harga Sesuai Manfaat, Kemasan Baik dan Mudah Dibaca, Varian Cukup Banyak, Produk Tahan Lama, Kualitas Diandalkan, Merek Terkenal, Merek Bergengsi, Mudah Diingat, Reputasi Baik, Mudah Dijangkau, Selalu Tersedia, Produk Baru Inovatif, Variasi Rasa Baru, Layanan Pelanggan (CS), Testimoni Baik, Rekomendasi Teman, Rekomendasi Keluarga, Rekomendasi Influencer, Promosi Facebook, Promosi Twitter, Promosi YouTube, Promosi Website Resmi, Promosi Iklan, dan Puas Secara Keseluruhan. Data diperoleh melalui survei online kepada 105 responden di wilayah Jabodetabek. Hasil analisis menunjukkan bahwa "harga terjangkau" dan "kepuasan secara keseluruhan" merupakan dua variabel utama yang signifikan dengan tingkat signifikansi di bawah 0,05. Model regresi memiliki akurasi sebesar 85,7%, dengan 87 pelanggan terprediksi melakukan pembelian kembali. Penelitian ini menegaskan pentingnya strategi harga kompetitif dan peningkatan kepuasan pelanggan dalam mendorong kepuasan konsumen dan retensi pelanggan. Selain berkontribusi pada literatur perilaku konsumen, temuan ini menawarkan panduan praktis bagi perusahaan dalam merancang strategi pemasaran yang efektif untuk meningkatkan penjualan dan daya saing.
Co-Authors Abhiyoga Deyandra Putra Jerry Heikal Jerry Heykal Muhammad Feyzel Khalfani Putra Ardaneswo Muhammad Feyzel Khalfani Putra Ardanesworo