Factors Determining Instant Bottled Coffee Purchasing Decision (Survey Of Universitas Brawijaya Students In Malang City)

Sudarmono, Rapha L Rufus and Bayu Adi Kusuma, SP., M.B.A and Dian Islami Prasetyaningrum, S.S., M.Pd. (2024) Factors Determining Instant Bottled Coffee Purchasing Decision (Survey Of Universitas Brawijaya Students In Malang City). Magister thesis, Universitas Brawijaya.

Abstract

Era globalisasi membawa pesatnya perkembangan berbagai jenis usaha, termasuk di sektor industri makanan, seperti komoditas kopi. Hal ini juga menyebabkan pertumbuhan konsumsi kopi di Indonesia yang setiap tahunnya meningkat secara signifikan hingga mencapai 234 juta liter pada tahun 2023. Pertumbuhan tersebut dipengaruhi oleh beberapa faktor pemasaran yang berhubungan dengan keputusan pembelian konsumen. Beberapa faktor seperti merek, harga, rasa, dan kemasan dapat mempengaruhi keputusan pembelian konsumen. Faktor-faktor ini mempengaruhi seberapa perhatian pelanggan ketika mengambil keputusan. Tren konsumsi kopi instan juga mulai muncul di kalangan masyarakat Indonesia karena adanya kebutuhan akan gaya hidup yang praktis dan kekinian. Hal ini menyebabkan terjadinya pergeseran konsumsi kopi dari kebiasaan menjadi gaya hidup. Disebutkan pula, kopi sudah menjadi tren di kalangan anak muda untuk bertemu orang atau bekerja. Kopi botolan instan adalah kopi siap minum yang disajikan dalam botol, biasanya disajikan sebagai minuman dingin. Kebanyakan kopi kemasan instan yang dikonsumsi masyarakat Indonesia dibatasi pada beberapa merek seperti Good Day Coffee, Nescafe, dan Luwak White Koffie, menurut Top Brand Index (2023). Penelitian ini menggunakan pendekatan kuantitatif dan metode Analisis Komponen Utama untuk menganalisis data. Lokasi penelitian dilakukan di Universitas Brawijaya Kota Malang pada bulan Desember 2023. Sampel yang dianalisis adalah Mahasiswa Universitas Brawijaya di Kota Malang sebanyak 100 orang, dan syaratnya adalah membeli kopi instan kemasan botol siap minum dengan tiga merek yang disebutkan dalam kemasan. riset. Data kuesioner valid dan reliabel berdasarkan penelitian karena memiliki nilai R lebih dari > 0,3 dan alpha Cronbach lebih dari > 0,7. Berdasarkan hasil Analisis Komponen Utama, faktor yang paling dominan mempengaruhi keputusan pembelian kopi instan kemasan adalah faktor rasa, diikuti oleh harga. Faktor rasa menjadi paling dominan setelah hasil matriks komponen muncul dengan skor tertinggi.

English Abstract

The era of globalisation ushered in the rapid development of businesses of various types, including in the food industry sector, such as coffee commodities. This also leads to the growth of coffee consumption in Indonesia, which has increased each year significantly, up to 234 million liters by 2023. This growth is influenced by several marketing factors that relate to consumer purchasing decisions. Several factors, such as the brand, price, flavor, and packaging, might affect consumer purchasing decisions. These factors affect how considerate the customer is when making decisions. A trend is also emerging among Indonesians to consume instant coffee because of the need for a practical and up-to-date lifestyle. This leads to a shift of coffee consumption from a habit into a lifestyle. It was also mentioned that coffee had become a trend among youngsters to meet people or work. Instant bottled coffee is ready-to-drink coffee served in a bottle, usually served as a cold beverage. Most instant bottled coffee consumed by Indonesians is constricted into several brand names such as Good Day Coffee, Nescafe, and Luwak White Koffie, according to Top Brand Index (2023). This research used the quantitative approach and the Principal Component Analysis method to analyze the data. The research location was conducted in Universitas Brawijaya, Malang City, in December 2023. The sample analyzed was 100 Universitas Brawijaya Students in Malang City, and the requirements were to buy a ready-to-drink instant bottled coffee with the three brands mentioned in the research. The questionnaire data are valid and reliable based on the study since they have an R-value of more than > 0.3 and Cronbach alpha of more than > 0.7. According to the results of the Principal Component Analysis, the most dominant factor affecting instant bottled coffee purchasing decisions is the flavor factor, followed by the price. The flavor factor became the most dominant after the result of the component matrix showed up with the highest score.

Item Type:	Thesis (Magister)
Identification Number:	0424040033
Divisions:	S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian
Depositing User:	Unnamed user with username nova
Date Deposited:	17 May 2024 07:12
Last Modified:	17 May 2024 07:12
URI:	http://repository.ub.ac.id/id/eprint/219026

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