Art Original

Analisis Faktor yang Mempengaruhi Keputusan Konsumen terhadap Pembelian Minuman Kopi Brown Sugar pada D’star Coffee and Space Kota Pekanbaru Provinsi Riau

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Analysis of factors that influence consumer decisions regarding purchasing brown sugar coffee at D'star Coffee and Space, Pekanbaru City, Riau Province. Under the guidance of Dr. Fahrial, SP., SE., ME. Analysis of factors that determine consumer decisions regarding purchasing brown sugar coffee at D'star Coffee and Space, Pekanbaru City, Riau Province. Under the Supervise By Dr. Fahrial, SP., SE., ME. Producers (marketers) must formulate marketing strategies to pay attention to consumer needs or expectations and the factors that determine product purchasing decisions. This research aims to analyze (1) Characteristics and business profile, (2) Factors that influence consumer decisions, (3) Marketing strategy for brown sugar coffee drinks at D' Star Coffee and Space, Pekanbaru City, Riau Province. This research was carried out using a survey method. The research respondents were consumers, entrepreneurs and workers, with a total of 105 consumer respondents selected by accidental sampling and a total of 6 respondents from entrepreneurs and workers. Data were analyzed descriptively and factor analysis. The results of this research show that the highest consumer characteristics of D'Star Coffee and Space are 57 women (54.30%) with an overall average age of 18 - 25 years. The average level of consumer education is 3.51 or the equivalent of high school and bachelor's degree at 97.15%, with the highest income level being around Rp. 2,000,001 – Rp. 5,000,000 as many as 42 people (40%). Characteristics of entrepreneurs and workers D'Star Coffee Pekanbaru has an average age of 25.42 with an average education level of 13.14 years, equivalent to high school. The D'Star Coffee Pekanbaru business was founded with the capital of Rp. 550,000,000. The ownership status of D'Star Coffee Pekanbaru is 100% held by Wahyu Kurniawan as the sole investor and is classified as a medium-sized business. The factors that determine consumer decisions regarding purchasing brown sugar coffee drinks at D'Star Coffee Pekanbaru are formed by 7 dominant factors, namely place, physical evidence, product, price, promotion, people and process with a cumulative eigenvalue of 71.423%. The marketing strategy at D'Star Coffee Pekanbaru is to prioritize strategies related to factors that determine consumers' decisions to purchase D'Star Coffee Brown Sugar coffee, by paying attention to each indicator element by providing good service, quality, comfort, promotion and complete facilities and infrastructure.

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Detail Information

Call Number

Agribisnis 658.8342 Sek p

Language

Indonesia

NPM

204210066

Publisher

Agroteknologi : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
Brown Sugar Coffee
Factor Analysis

Other Information

Petugas

Uthi Kurnia

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