Bussman Journal : Indonesian Journal of Business and Management
Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025

PERSEPSI KONSUMEN TENTANG INFUSED COFFEE DI TITIK KUMPUL COFFEE BREWERS KOTA BATAM

Lubis, Taufik Bachrul Ulum (Unknown)
Lapotulo, Nensi (Unknown)
Pratama, Tito (Unknown)
Dailami, Dailami (Unknown)

Article Info

Publish Date
25 Jun 2025

Abstract

This study aims to explore consumer perceptions of infused coffee products offered by Titik Kumpul Coffee Brewers in Batam City. Using a qualitative approach and case study method, this study examines how consumers assess the aspects of taste, appearance, health benefits, and innovation value of infused coffee. The results show that positive consumer perceptions are formed through the multisensory experience provided by the product, the shop atmosphere that supports the third-place concept, and a strong product narrative. These findings provide important implications for experiential marketing strategies and product innovation in the local coffee industry

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Journal Info
Bussman Journal : Indonesian Journal of Business and Management
Website

Abbrev

home

Publisher

Gapenas Publisher

Subject

Economics, Econometrics & Finance

Description

Bussman Journal: Indonesian Journal of Business and Management is a multidisciplinary Open Access Journal that strives for inclusivity and global reach. The broad scope of the Journal creates a perfect environment to foster connections between researchers across all areas of Business & Management ...