Amelia Azis., Safira and Bayu Adi Kusuma,, SP., MBA. and Dr. fitria Dina Riana,, SP., MP. and Fitrotul Laili,, SP., MP. (2023) Karakteristik, Perilaku, dan Kepuasan Konsumen pada Pengunjung Coffee Shop di Surabaya. Sarjana thesis, Universitas Brawijaya.
Abstract
RINGKASAN Safira Amelia Azis. 185040101111038. Karakteristik, Perilaku, dan Kepuasan Konsumen pada Pengunjung Coffee Shop di Surabaya. Di bawah bimbingan Bayu Adi Kusuma, SP., MBA. Meningkatnya konsumsi kopi menciptakan peluang bisnis di industri kopi yang semakin menambah jumlah coffee shop yang bermunculan di berbagai kota di Indonesia, salah satunya Kota Surabaya. Banyaknya coffee shop yang hadir di Kota Surabaya saat ini memberikan pilihan kepada konsumen untuk memilih coffee shop yang mereka inginkan dan membuat persaingan antar coffee shop semakin ketat. Pelaku usaha coffee shop harus dapat mengerti dan memahami konsumen karena mengabaikan konsumen dapat mengancam kelangsungan suatu usaha, hal ini mengingat bahwa konsumen adalah bagian terpenting dari usaha. Karakteristik konsumen yang beragam akan menentukan pola pembelian yang beragam karena keragaman seperti usia, jenis kelamin, pekerjaan dan pendapatan seseorang dapat memengaruhi selera konsumen terhadap suatu barang atau jasa. Oleh karena itu, penting bagi pelaku usaha coffee shop untuk memahami perilaku konsumen yang beragam dan memuaskan keinginan serta kebutuhan konsumen agar konsumen tidak beralih ke kompetitor. Tujuan dari penelitian ini adalah untuk: 1) Mendeskripsikan karakteristik konsumen pada pengunjung coffee shop di Surabaya; 2) Mendeskripsikan perilaku konsumen pada pengunjung coffee shop di Surabaya; 3) Menganalisis hubungan karakteristik konsumen dengan perilaku konsumen pada pengunjung coffee shop di Surabaya; dan 4) Menganalisis kepuasan konsumen pada pengunjung coffee shop di Surabaya. Pendekatan penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Penelitian ini dilakukan di Kota Surabaya pada bulan September-Oktober 2022. Penentuan sampel dilakukan menggunakan metode non-probability sampling dengan jenis teknik purposive sampling dan accidental sampling yang diperoleh sampel sebesar 400 responden. Adapun kriteria responden yang digunakan yaitu pernah berkunjung dan melakukan pembelian pada coffee shop di Surabaya serta berusia minimal 16 tahun. Pengumpulan data dilakukan melalui kegiatan survei menggunakan kuesioner online dalam bentuk google form. Metode analisis data yang digunakan adalah analisis deskriptif, crosstab, dan uji Chi-Square. Analisis deskriptif digunakan untuk mendeskripsikan data karakteristik konsumen, perilaku konsumen, dan kepuasan konsumen. Crosstab digunakan untuk mengetahui frekuensi dari variabel karaktertistik konsumen dan perilaku konsumen secara bersamaan. Uji Chi-Square digunakakan untuk menganalisis hubungan karakteristik konsumen dengan perilaku konsumen. Hasil penelitian menunjukkan bahwa karakteristik konsumen pengunjung coffee shop di Surabaya didominasi oleh perempuan dengan persentase 66%, kebanyakan konsumen berada pada kelompok usia ≤ 20 tahun dengan persentase 55%, sebagian besar konsumen adalah mahasiswa dengan persentase 61% dan mayoritasnya memiliki pendapatan/uang saku ≤ Rp. 4.500.000 dengan persentase 84%. Perilaku konsumen pengunjung coffee shop di Surabaya menunjukkan bahwa sebagian besar alasan konsumen berkunjung adalah karena menikmati produk makanan/minuman dengan persentase 34%, kebanyakan konsumen berkunjung 1-4 kali dalam sebulan dengan persentase 75%, kegiatan yang dilakukan konsumen ii saat berkunjung didominasi nongkrong dengan persentase 56%, partner yang sering menemani konsumen berkunjung adalah teman dengan persentase 61%, kebanyakan konsumen berkunjung pada hari libur dengan persentase 59%, konsumen biasanya berkunjung pada waktu malam hari dengan persentase 45%, sebagian besar durasi kunjungan konsumen berlangsung selama > 60 menit dengan persentase 54%, mayoritas pengeluaran konsumen dalam sekali kunjungan berkisar > Rp. 40.000 dengan persentase 52%, jenis minuman yang sering dipesan konsumen didominasi oleh menu kopi espresso based dengan persentase 37% dan jenis makanan yang sering dipesan konsumen didominasi oleh makanan ringan dengan persentase 80%. Selanjutnya berdasarkan hasil analisis terdapat hubungan antara karakteristik konsumen dengan perilaku konsumen pada pengunjung coffee shop di Surabaya. Adapun terdapat hubungan antara jenis kelamin dengan frekuensi berkunjung, kegiatan saat berkunjung, partner berkunjung, hari berkunjung, waktu berkunjung, durasi berkunjung, jenis minuman, dan jenis makanan. Kemudian terdapat hubungan antara usia dan pekerjaan dengan frekuensi berkunjung, kegiatan saat berkunjung, partner berkunjung, hari berkunjung, waktu berkunjung, durasi berkunjung, pengeluaran saat berkunjung, jenis minuman, dan jenis makanan. Lalu terdapat hubungan antara pendapatan/uang saku dengan frekuensi berkunjung, kegiatan saat berkunjung, partner berkunjung, waktu berkunjung, pengeluaran saat berkunjung, jenis minuman, dan jenis makanan. Sedangkan tidak terdapat hubungan antara jenis kelamin, usia, pekerjaan, dan pendapatan/uang saku dengan alasan berkunjung. Selain itu, jenis kelamin juga tidak berhubungan dengan pengeluaran saat berkunjung. Pendapatan/uang saku juga tidak berhubungan dengan hari berkunjung dan durasi berkunjung. Hasil analisis kepuasan konsumen menunjukkan bahwa konsumen merasa sangat puas dengan coffee shop di Surabaya.
English Abstract
SUMMARY Safira Amelia Azis. 185040101111038. Characteristics, Behavior, and Consumer Satisfaction of Coffee Shop Visitors in Surabaya. Supervised by Bayu Adi Kusuma, SP., MBA. The increase in coffee consumption has created business opportunities in the coffee industry which has increased the number of coffee shops that have sprung up in various cities in Indonesia, one of which is of Surabaya City.The number of coffee shops that are present in Surabaya City currently giving consumers the option to choose the coffee shop they want and making the competition between coffee shops even tougher. Coffee shop business actors must be able to understand consumers because ignoring consumers can threaten the continuity of a business, this is because consumers are the most important part of a business. Various consumer characteristics will determine different purchasing patterns because diversity such as age, gender, profession and income can affect consumer tastes for a product or service. Therefore, it is important for coffee shop business actors to understand diverse consumer behavior. Coffee shop business actors must also satisfy the wants and needs of consumers so that consumers do not switch to competitors. The purpose of this research is to: 1) Describe the consumer characteristics of coffee shop visitors in Surabaya; 2) Describe the consumer behavior of coffee shop visitors in Surabaya; 3) Analyzing the relationship between consumer characteristics and consumer behavior of coffee shop visitors in Surabaya; and 4) Analyzing consumer satisfaction of coffee shop visitors in Surabaya. The research approach used in this study is a quantitative approach. This research was conducted in Surabaya City in September-October 2022. The sampling determination was carried out using a non-probability sampling method with a purposive sampling and accidental sampling technique which obtained a sample of 400 respondents. The respondents criteria used in this research were to have visited and made purchases at coffee shop in Surabaya and be at least 16 years old. The data collection was carried out through survey activities using an online questionnaires in the form of a google form. The data analysis methods used are descriptive analysis, crosstab, and Chi-Square test. Descriptive analysis is used to describe data on consumer characteristics, consumer behavior, and consumer satisfaction. Crosstab is used to determine the frequency of the variable consumer characteristics and consumer behavior simultaneously. Chi-Square test is used to analyze the relationship between consumer characteristics and consumer behavior. The results showed that the consumer characteristics of coffee shop visitors in Surabaya were dominated by women with a percentage of 66%, most consumers were in the age group ≤ 20 years with a percentage of 55%, most consumers were students (mahasiswa) with a percentage of 61% and the majority had income/allowance ≤ Rp. 4.500.000 with a percentage of 84%. Consumer behavior of coffee shop visitors in Surabaya shows that most of the reasons consumers visit are because they enjoy food/beverage products with a percentage of 34%, most consumers visit 1-4 times a month with a percentage of 75%, the activities consumers do while visiting are dominated by hang out with the percentage of 56%, partners who often accompany consumers are friends with a percentage of 61%, iv most consumers visit on weekend with a percentage of 59%, consumers usually visit at night with a percentage of 45%, most of the duration of consumer visits lasts > 60 minutes with percentage of 54%, the majority of consumer spending in one visit ranges from > Rp. 40,000 with a percentage of 52%, the types of drinks that consumers often order are dominated by the espresso based coffee menus with a percentage of 37% and the types of food that consumers often order are dominated by snacks with a percentage of 80%. Furthermore, based on the results of the analysis, there is a relationship between consumer characteristics and consumer behavior of coffee shop visitors in Surabaya. Meanwhile, there is a relationship between gender with visiting frequency, activity while visiting, visiting partner, visiting day, visiting time, visiting duration, type of drink, and type of food. Then there is a relationship between age and profession with visiting frequency, activity while visiting, visiting partner, visiting day, visiting time, visiting duration, visiting expenses, type of drink, and type of food.Then there is a relationship between income/allowance with visiting frequency, activity while visiting, visiting partner, visiting time, visiting expenses, type of drink, and type of food. While there is no relationship between gender, age, profession, and income/allowance with reason for visiting. In addition, gender is also not related to visiting expenses. Income/allowance is also not related to visiting day and visiting duration. The results of the analysis of consumer satisfaction show that consumers are very satisfied with the coffee shop in Surabaya.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Uncontrolled Keywords: | Karakteristik Konsumen, Perilaku Konsumen, Kepuasan Konsumen, Kedai Kopi, Surabaya. |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username saputro |
| Date Deposited: | 10 Jan 2024 08:28 |
| Last Modified: | 10 Jan 2024 08:28 |
| URI: | http://repository.ub.ac.id/id/eprint/207635 |
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