Analisis Faktor-faktor yang Mempengaruhi Keputusan Konsumen Kedai Kopi Nan Yo di Kota Padang

Authors

  • Muhammad Haekal Ghifari Universitas Andalas
  • Ifdal Ifdal Universitas Andalas
  • Yusri Usman Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v4i3.450

Keywords:

kedai kopi, keputusan konsumen, logistik

Abstract

Penelitian ini bertujuan untuk (1) Mendeskripsikan karakteristik konsumen kedai kopi Nan yo, (2) Mendeskripsikan faktor-faktor apa saja yang mempengaruhi konsumen dalam mengkonsumsi di kedai kopi Nan Yo Kota Padang.. Penelitian ini dilaksanakan menggunakan metode survei, dengan responden yang digunakan adalah konsumen kedai Kopi Nan Yo, dan konusmen yang tidak memilih kedai Kopi Nan Yo. Analisis  data menggunakan metode regresi logistik dengan dibantu dengan program statistik SPSS 21.0. 1. Hasil penelitian menunjukkan karakteristik umum dari konsumen kedai kopi Nan Yo didominasi oleh responden berjenis kelamin laki-laki, dengan usia 44-50 tahun. Pendidikan terakhir dari responden mayoritas adalah strata 1, dengan pendapatan perbulan sebesar 3.000.000.- Rp,4.000.000. Mayoritas konsumen kedai kopi Nan Yo sudah berkeluarga dan memiliki 4-5 orang anggota keluarga.Sedangkan karakteristik khusus dari konsumen kedai kopi Nan Yo adalah menghabiskan waktu lebih dari 1 jam di  kedai kopi Nan Yo, mayoritas konsumen datang sekali dalam sebulan, dengan sekali pengeluaran dalam membeli adalah dibawah Rp.20.000.  Menurut konsumen, harga yang di tawarkan di kedai kopi Nan Yo adalah pas/sesuai. Mayoritas responden sudah datang ke kedai kopi Nan Yo lebih dari 10 tahun, dan mau untuk merekomendasikan kedai kopi Nan Yo ke teman atau keluarganya. Faktor yang mempengaruhi konsumen dalam keputusan memilih atau tidak kedai kopi Nan Yo adalah faktor Psikologi, dan faktor produk, Nilai signifikasi dari faktor psikologi adalah 0,000, dan nilai signifikasi dari faktor produk adalah 0,002. Sedangkan faktor kebudayaan, sosial, dan pribadi tidak berpengaruh secara signifikan terhadap keputusan pemilihan kedai kopi Nan Yo.

References

Adityo, Putra, dan Budi. 2014. Pengaruh Karakteristik Situasional dan

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Published

2023-08-23

Issue

Vol. 4 No. 3 (2022): December

Section

Research Articles

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