Sasongko, Ridwan Dwi (2018) Pengaruh Kualitas, Variasi, Dan Metode Penyajian Terhadap Keputusan Pembelian Minuman Kopi Di Agp Coffeeshop Gresik. Sarjana thesis, Universitas Brawijaya.
Abstract
Minuman kopi merupakan salah satu yang banyak digemari oleh hampir semua masyarakat dan dari berbagai kalangan. Kualitas produk kopi yang digunakan kurang diketahui konsumen, sehingga konsumen sedikit meragukan kualitas kopi yang digunakan. Variasi produk minuman kopi yang kurang banyak, sehingga konsumen cenderung bosan dengan menu yang disediakan. Metode penyajian (manual brewing) yang menghasilkan berbagai perbedaan rasa, sehingga konsumen kurang menyukai bila metode penyajian yang dipesan tidak sesuai dengan ekspektasinya. Tujuan dari penelitian ini Mengetahui apakah kualitas produk, variasi produk, dan metode penyajian berpengaruh terhadap keputusan pembelian kopi di AGP coffee shop. Metode yang dapat diterapkan dalam penelitian ini adalah regresi linier berganda. Pengambilan data dilakukan dengan menyebarkan sebanyak 97 kuesioner yang diisi oleh responden yang sedang membeli produk minuman kopi di AGP cofeeshop. Hasil penelitian menunjukkan bahwa sebanyak 22,8% keragaman dapat dijelaskan oleh model, sedangkan sisanya di luar model, variabel kualitas, variasi dan metode penyajian dapat dijelaskan oleh model sebesar 22,8% dan sisanya dapat dijelaskan oleh variabel lain di luar model misalnya tempat, segmentasi. Hasil analisis menunjukkan variabel variasi dan metode penyajian berpengaruh signifikan terhadap keputusan pembelian minuman kopi di AGP coffeeshop karena memiliki nilai signifikasi kurang dari 0.05..
English Abstract
Coffee drink is one of the most favored by almost all people and from various circles. The quality of coffee products used is less known to consumers, so consumers are little doubt the quality of coffee used. Variations of coffee drink products are less numerous, so consumers tend to get bored with the menu provided. The brewing method (manual brewing) that produces a variety of flavors, so that consumers less likes when the method of presentation that is ordered not in accordance with expectations. The purpose of this study to determine whether product quality, product variety, and brewing method affect the purchase decision coffee at AGP coffee shop. The methods that can be applied in this observation is multiple linear regression. The data was collected by distributing 97 questionnaires filled by respondents who were buying coffee beverages at AGP cofeeshop. The results showed that as much as 22.8% of the diversity can be explained by the model, while the rest outside the model, quality variables, variations and presentation methods can be explained by the model of 22.8% and the rest can be explained by other variables outside the model eg place, segmentation. The result of the analysis shows that variation variables and presentation method have significant effect on coffee beverage purchasing decision in AGP coffeeshop because it has significance value less than 0.05
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/509/051810599 |
| Uncontrolled Keywords: | Regresi Linier Berganda, Kopi, Keputusan Pembelian,/Multiple Linear Regression, Coffee, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 641 Food and drink > 641.2 Beverages (drinks) |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 08 Oct 2019 04:32 |
| Last Modified: | 08 Oct 2019 04:32 |
| URI: | http://repository.ub.ac.id/id/eprint/164953 |
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