ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK PESEN KOPI SUMBERSARI MALANG

Ahmad Al Farabbi, Noerhadi Sudjoni, Titis Surya Maha Rianti

Abstract


Abstract

 

The cafe industry continues to grow rapidly every year. According to the Malang City Central Statistics Agency (2023), the number of cafes in Malang City is around 500. Of the many cafes in Malang City with various themes and concepts, Pesen Kopi Sumbersari is one of the cafes that has survived to this day. This research aims to determine the characteristics of Pesen Kopi Sumbersari consumers and to analyze the factors that influence purchasing decisions for Pesen Kopi products. This research used a sample of 100 respondents who were selected using quota sampling techniques. The data analysis method used in this research is quantitative descriptive. The characteristics of the most consumers of Order Kopi Sumbersari are aged 21-25, female, have a bachelor's degree, work as a private employee, and income/month IDR 1,000,000 – IDR 2,000,000. The results of the logit model regression analysis obtained model Y=-0.622+ 0.861X1- 0.933X2+ 0.424X3+ 0.423X4. The results of the Partial Test show that the product variable has a significant value of 0.001, and the price has a significant value of 0.012, which means that the product and price variables have a partially significant effect on purchasing decisions for Pesen Kopi products.

 

Keyword: Consumer characteristics, purchasing decisions.

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References


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