Agridevina : Berkala Ilmiah Agribisnis
Vol 9, No 2 (2020): Agridevina : Berkala Ilmiah Agribisnis

ANALISIS SEGMENTASI KOPI DI COFFEE SHOP BOJONEGORO

Widayanti, Sri (UPN "Veteran" Jawa Timur)
Hakim, Burhanul (UPN "Veteran" Jawa Timur)
Winarno, Sri Tjondro (UPN "Veteran" Jawa Timur)

Article Info

Publish Date
25 Dec 2020

Abstract

This study aims to analyze the coffee market segmentation in the coffee shop based on demographic characteristics, consumer behavior and psychography. This research was conducted in a coffee shop in Bojonegoro named Damai Cafe using primary data and secondary data. The data collection method used is by interviewing consumers and related parties. The number of samples used was 50 respondents. The data analysis used was cluster analysis and crosstab. The results showed that Segment 1 is a consumer who likes to drink coffee. Meanwhile, segment 2 is a consumer who is more consumptive, but does not like coffee drinks. DOi :  https://doi.org/10.33005/adv.v9i2.2530 

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Journal Info
Agridevina : Berkala Ilmiah Agribisnis
Website

Abbrev

sear

Publisher

Universitas Pembangunan Nasional Veteran Jawa Timur

Subject

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

Description

Berkala ilmiah Agribisnis Agridevina dipublikasi oleh Program Studi Agribisnis Fakultas Pertanian Universitas Pembangunan Nasional "Veteran" Jawa Timur yang membuat tulisan ilmiah di bidang Sosial Ekonomi Pertanian dan Agribisnis. Agridevina terbit dua kali dalam satu tahun (Juli dan Desember) ...