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All Journal Eduvest - Journal of Universal Studies eProceedings of Management
Putri, Denissa Aulia
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Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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Understanding Coffee Shop Consumer Preferences in Bandung: a Conjoint Analysis Approach for Nama Coffee’s Expansion Putri, Denissa Aulia; Dellyana , Dina
Eduvest - Journal of Universal Studies Vol. 5 No. 8 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i8.50830

Abstract

Nama Coffee’s expansion to Bandung requires understanding local customer preferences to ensure successful market entry and brand preference cultivation. This involves identifying key attributes influencing customer choices in Bandung’s competitive coffee shop market. This research aims to (1) identify Bandung consumer preferences for Nama Coffee’s design and concept, (2) determine the importance of coffee shop attributes in shaping these preferences, and (3) develop strategies for Nama Coffee in Bandung. This research employs a quantitative survey design, targeting Bandung coffee shop consumers. Data collection involves online and in-person questionnaires, focusing on design, facilities, menu, service, price, and promotions. Conjoint analysis will identify key preference factors and their relative importance. A TOWS matrix analyzes Nama Coffee’s internal and external environment to inform strategic recommendations. Conjoint analysis revealed "Design" as the most influential factor for Bandung coffee shop selection, followed by "Promotion" and "Price." Respondents favored minimalist designs, B1G1 promotions, and competitive pricing. Correlation analysis confirmed the model’s accuracy in predicting preferences. Bandung coffee shop preferences prioritize minimalist design, B1G1 promotions, and competitive pricing. Nama Coffee should leverage these insights in their Bandung expansion, by implement minimalist design, optimize B1G1 promotions, adopt competitive pricing, enhance service quality, maintain coffee quality, utilize social media, and develop strategic partnerships. The BMC should focus on aligning with Bandung preferences, enhancing operational efficiency, and reinforcing marketing strategies.
The Impact Of Word Of Mouth And Brand Image On Purchase Decision: Study In Wall Street English Bandung Putri, Denissa Aulia; Saputri, Marheni Eka
eProceedings of Management Vol. 10 No. 4 (2023): Agustus 2023
Publisher : eProceedings of Management

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Abstract

The large number of companies trying to expand their market has led to the importance of improving the quality of human resources in each region, one of which is communication. Therefore, English language skills are needed in the world of work because it is felt that it can improve one's communication skills. This research was conducted to determine the effect of word of mouth and brand image on purchasing decisions at one of the English language institutions in Bandung "Wall Street English". This research is quantitative in nature where the population used in this study is all members of Wall Street English Bandung. The variables in this study are word of mouth and brand image as the independent variables and purchasing decisions as the dependent variable. The regression results obtained show that there is a significant influence between word of mouth on purchasing decisions, and the results of subsequent regressions show that there is a significant influence between brand image and purchasing decisions. Based on the research that has been done, the two independent variables used have a significant impact on the dependent variable. The author suggests institutions to improve their quality which aims to increase the independent variables which will have an impact on the dependent variable.Keywords-word of mouth, brand image, purchase decision, english institute.
Co-Authors Dellyana , Dina Marheni Eka Saputri