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Analyzing Factor that Affect Consumer Purchase Decision in A Coffee Shop (Study at Dewaji Coffee Lab)

Skripsi, 021 / 2019 / BA
Undergraduate Theses from JBPTPPOLBAN / 2020-01-03 11:08:47
Oleh : Nuwiya Amal - 155254023 (nuwiya.amal.abs415@polban.ac.id)
Dibuat : 2020-01-03, dengan 4 file

Keyword : Keputusan pembelian, product, price, place, promotion, people, psychical evidence, process, kedai kopi
Subjek : Purchase decision, product, price, place, promotion, people, psychical evidence, process, coffee shop

Budaya minum merupakan budaya yang umum terdapat di berbagai belahan dunia. Di area perkotaan, umumnya masyarakat datang ke kedai kopi untuk melepas penat selepas kerja, sebelum akhirnya pulang ke rumah untuk istirahat. Dikarenakan rutinias masyarakat perkotaan penuh dengan kewajiban, umumnya kebutuhan mereka untuk bersosialisasi tidak terpenuhi di tempat kerja maupun di rumah. Akhirnya muncullan fenomena ”third place”, yaitu tempat selain rumah dan tempat kerja yang rutin dikunjungi dengan tujuan untuk bersosialisasi sambil mengonsumsi makanan dan minuman yang tersedia. Beberapa bentuk third place di antaranya kedai kopi, cafe, bar dan toko buku. Secara harfian, kedai kopi merupakan sebuah restaurant kecil yang menyediakan makanan dan minuman, namun menjadikan kopi sebagai menu utama. Selain dapat memenuhi kebutuhan masyarakat urban untuk bersosialisasi dan memuaskan kebutuhan konsumsi kafein atau minuman dan makanan lainnya, munculnya banyak kedai kopi di area perkotaan dikarenakan kedai kopi menawarkan harga menu makanan dan minuman yang lebih murah dibandingkan restaurant. Penelitian ini dilakukan untuk mengetahui faktor-faktor dalam melakukan keputusan pembelian oleh konsumen di sebuah coffee shop. Beberapa variabel yang digunakan dalam penelitian ini yaitu product, price, promotion, place, people, psychical evidence dan process. Kuesioner telah didistribusikan kepada konsumen di Dewaji Coffee Lab yang telah melakukan pembelian dengan menggunakan lima poin skala Likert. Data yang berhasil dikumpulkan bersumber dari total 102 responden. Penelitian ini menggunakan metode Exploratory Factor Analysis (EFA) dengan alat SPSS 23.0. Hasil menunjukkan bahwa terdapat empat faktor yang mempengaruhi keputusan pembelian di Dewaji Coffee Lab, di antaranya Faktor Service, Faktor Place and Promotion, Faktor Product dan Faktor Facility. Kata Kunci: Keputusan pembelian, product, price, place, promotion, people, psychical evidence, process, kedai kopi.

Deskripsi Alternatif :

Drinking culture is a common culture in various parts of the world. In urban areas, most people come to the coffee shop to unwind after work, before finally returning home to rest. Because the urban population is full of obligations, generally their need to socialize is not fulfilled at work or at home. Finally, the emergence of the "third place" phenomenon, which is a place other than home and workplace that is routinely visited with the aim of socializing while consuming available food and drinks. Some third place forms include coffee shops, cafes, bars and bookstores. Harfian, a coffee shop is a small restaurant that provides food and drinks, but makes coffee the main menu. In addition to being able to meet the needs of urban communities to socialize and satisfy the consumption needs of caffeine or other drinks and foods, the emergence of many coffee shops in urban areas is due to the fact that coffee shops offer cheaper food and beverage menus than restaurants. This research was conducted to determine the factors in making purchasing decisions by consumers in a coffee shop. Some of the variables used in this study are product, price, promotion, place, people, psychical evidence and process. The questionnaire has been distributed to consumers at Dewaji Coffee Lab who have made purchases using a five-point Likert scale. The data collected was sourced from a total of 102 respondents. This study uses the Exploratory Factor Analysis (EFA) method with SPSS 23.0. The results show that there are four factors that influence purchasing decisions at Dewaji Coffee Lab, including Service Factors, Place and Promotion Factors, Product Factors and Facility Factors. Keywords: Purchase decision, product, price, place, promotion, people, psychical evidence, process, coffee shop.

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