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All Journal Ganaya: Jurnal Ilmu Sosial dan Humaniora Jurnal Multidisiplin West Science
Dalimunthe, Arpan
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Analisis Preferensi Konsumen Dalam Memilih Coffee Shop di Kota Padangsidmpuan Kuswardani, Retna Astuti; Hernosa, Siswa Panjang; Dalimunthe, Arpan
Jurnal Multidisiplin West Science Vol 4 No 08 (2025): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v4i08.2526

Abstract

Industri coffe shop dianggap sangat menjanjikan berkat beberapa atribut unik yang dimilikinya saat ini.  Penelitian ini bertujuan untuk mengidentifikasi karakteristik responden coffe shop, kualitas dan tingkat coffe shop, serta hierarki atribut coffe shop di kota Padangsidimpuan.  Penelitian ini menggunakan data primer dan sekunder, dengan sampel sebanyak 100 pengunjung coffe shop. Teknik analitis yang digunakan adalah analisis konjungtif melalui perangkat lunak SPSS versi 26.0.  Hasil penelitian menunjukkan bahwa konsumen lebih mengutamakan kualitas seperti jarak yang dekat dengan tempat tinggal, harga antara Rp. 16.000 dan Rp. 25.000, serta suasana coffe shop di luar ruangan.  Kriteria yang paling signifikan adalah lokasi, harga, suasana, layanan, kualitas produk, dan fasilitas. Hal ini menunjukkan bahwa atribut yang dianggap paling signifikan oleh konsumen saat memilih coffe shop di Kota Padangsidimpuan adalah lokasi. Hasil uji Pearson’s R dan Kendall’s menunjukkan korelasi yang signifikan dalam preferensi konsumen saat memilih coffe shop di Kota Padangsidimpuan.
Analisis Preferensi Konsumen Dalam Memilih Coffee Shop di Kota Padangsidimpuan Dalimunthe, Arpan; Kuswardani, Retna Astuti; Hernosa, Siswa Panjang
Ganaya : Jurnal Ilmu Sosial dan Humaniora Vol 8 No 4 (2025)
Publisher : Jayapangus Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37329/ganaya.v8i4.4881

Abstract

Coffee Shop business is considered very promising with various characteristics that exist at this time. The purpose of this study is to determine the characteristics of coffee shop respondents, attributes and levels of coffee shops, the order of coffee shop attributes in Padangsidimpuan City. The data used in this study are primary data and secondary data, the sample in this study amounted to 100 respondents with the judgment sampling method. The data analysis method used is using conjoint analysis. For the order of coffee shop attributes are location, price, coffee shop atmosphere, coffee shop service, products and facilities. This shows that the attribute considered most important by consumers in choosing a Coffee Shop in Padangsidimpuan City is the location attribute. The results of the Pearson's R and Kendall's tests show significant results between consumer preferences in choosing a Coffee Shop in Padangsidimpuan City. It is necessary to understand the characteristics of respondents, so that coffee shops will be able to make more appropriate decisions about marketing strategies, determine products and atmospheres to increase respondent satisfaction and increase sales. The attributes and levels of coffee shops in Padangsidimpuan are: Location close to residence, Prices of Rp. 16,000 – Rp. 25,000, outdoor coffee shop atmosphere, responsive coffee shop service, attractive product displays and wifi facilities so that by understanding these consumer preferences, coffee shops can increase satisfaction and increase sales by meeting consumer needs and expectations.
Co-Authors Hernosa, Siswa Panjang Retna Astuti Kuswardani