Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 399-407
Analysis of the Attitude, Preference and Satisfaction of Coffee Customers in the Coffee Shop, Takengon City
Fadli1, Satia Negara Lubis2, Diana Chalil2
1,2Master of Agribusiness Study Program on Faculty of Agriculture of University of Sumatera Utara
Corresponding Author: Fadli
ABSTRACT
This study aims to analyze the characteristics of the decision, and customer satisfaction, to analyze the attributes that must be improved by the coffee shop. The method used is descriptive analysis and Fishbein attributes, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA), involving 155 people (consumers). The results showed that consumers in the coffee shop were dominated by male gender 73%, marriage status was dominated by single 68%, latest education was 61%, consumers based on work were dominated by private employees 46%, consumers based on monthly income was Rp. 1,000,000 - 2,500,000. The majority of consumer decision making in the coffee shop, namely consumer motivation is looking for a unique menu / unit as many as 57 consumers or 37%, sources of information for consumers are friends / relatives as many as 139 consumers or 90%, based on considerations in choosing a coffee shop is the atmosphere of the coffee shop pleases as many as 83 consumers or 54%, based on consumers visiting is depending on the situation (if you want) as many as 101 consumers or 65%. Consumers based on the feeling after enjoying the menu are satisfied 87 consumers or 56%.
Based on the results of Fishbein's analysis, it can be concluded that consumer attitudes towards coffee shops are neutral or mediocre with a value of 208.85 which is in the value range between 159,01-231,00. This attitude arises based on the consumer's assessment of all observed attributes; the result of the calculation of the Customer Satisfaction Index (CSI) shows that the overall value for the coffee shop attributes of Galeri Kopi Indonesia is 69.56%. This figure is in the satisfaction index value range between 60% and 80%, indicating that in general the respondents are satisfied with the Takengon City Indonesian Coffee Gallery coffee shop. The results of the Importance Performance Analysis (IPA) analysis are seen from the Cartesian diagram attributes that must be improved by the coffee shop owner of Galeri Kopi Indonesia is the portion of the coffee menu.
Keywords: Attitude, Preference, Coffee Shop Attribute Consumer Satisfaction.
[PDF Full Text]