Determinan Preferensi Konsumen Dalam Memilih Kopi Kenangan dan Kopi Janji Jiwa di Kota Bandung
Abstract
Riset ini bertujuan untuk mengeksplorasi atribut preferensi konsumen dalam memilih kedai kopi terbaik di Kota Bandung.
Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei yang disebarkan kepada pelanggan, dengan
partisipan yang dipilih secara acak. Prioritas preferensi konsumen terkait dengan atribut fasilitas, layanan, profesionalisme
SDM, rasa kopi, suasana, label kesehatan dan kalori, harga kompetitif dan promosi efektif, pengaruh sosial dan kebiasaan pada
kedai kopi terbaik di Kota Bandung, yaitu Kopi Kenangan dan Kopi Janji Jiwa, menunjukkan bahwa konsumen kedai kopi
memprioritaskan fasilitas sebagai faktor tertinggi, diikuti oleh faktor layanan, rasa kopi, profesionalisme SDM, suasana, label
kesehatan dan kalori, pengaruh sosial dan kebiasaan, dan faktor terakhir adalah harga kompetitif serta promosi efektif.
Kata Kunci : Preferensi Konsumen, Coffee Shop.
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