Analysis of Factors Influencing Consumer Behavior and Purchasing Decision Making at Coffe Shop

Authors : Eka Lailita Eti Varina; Ratna Purwaningsih; Manik Mahachandra; Naniek Utami

Volume/Issue : Volume 8 - 2023, Issue 9 - September

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The increasing demand for coffee has prompted the emergence of various brands, cafes and coffee shops in big cities. Data from the Central Bureau of Statistics (BPS) for coffee commodities in Banten Province alone there are 6,468 hectares of coffee plantations and coffee production reaches 2,200 to 2,600 tons per year. This has caused many to start doing business to build coffee shops or cafes that offer coffee menus, one of which is Kiara Coffe. However, at the time of purchase, consumer decision making is not only influenced by producers and marketers, but also influenced by the consumer's environment, the consumer's individual differences and the psychological processes that occur. Therefore, it is necessary to study and conduct research on consumer behavior, especially regarding what factors influence consumers in making coffee purchasing decisions at Kiara Coffe. The method used is using multiple linear regression to determine the effect between variables. The results of the research conducted, namely based on hypothesis testing, obtained that product quality influences purchasing decisions with a t count > t table, namely 2.296 > 1,996. The price variable influences the purchasing decision with the value of t count > t table , namely 1.997 > 1.996 . The service variable influences purchasing decisions with a t count > t table , namely 2.108 > 1,996.

Keywords : Caffe, Consumers, Regression.


Paper Submission Last Date
31 - December - 2023

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In 1-2 Days

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