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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Khairunnisa, Afifa
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Agriculture, Biological Sciences & Forestry

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Faktor-faktor yang Memengaruhi Keputusan Konsumen dalam Membeli Kopi di Nurona Space Bandung Khairunnisa, Afifa; Wiyono, Sulistyodewi Nur; Sulistyowati, Lies; Rachmawati, Erna
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.13893

Abstract

The rapid growth of local coffee shops in Bandung has required Nurona Space to get to know its customers. However, in the midst of the rapid growth of the local coffee industry, the biggest challenge faced by Nurona Space is fluctuating sales, which can disrupt the stability of its business. The study aims to describe the characteristics of consumers who purchase coffee and analyze the factors that influence consumer decisions on coffee purchases at Nurona Space Bandung. This study uses a quantitative design with a sample of 120 people taken using accidental sampling technique. The data analysis technique used by researchers is descriptive analysis and factor analysis. Based on the results of the study, it shows that there are seven new factors that influence consumer decisions in buying coffee at Nurona Space, namely, service quality factors, word of mouth, physical evidence, store atmosphere, product prices, product assurance and quality, and reliability and trust. In this study, service quality is one of the most dominant factors in influencing purchasing decisions because it has an eigenvalue of 8.324 and explains 30.829 variations.
Co-Authors Erna Rachmawati Lies Sulistyowati Sulistyodewi Nur Wiyono