ANALISIS FAKTOR SOSIAL EKONOMI, KUALITAS PRODUK, DAN HARGA TERHADAP PEMBELIAN KOPI (STUDI KASUS di CAFE KOPI TAJI LERENG BROMO) PRIODE 2018 -2023

Abstract

ABSTRACT

This research method uses a quantitative descriptive approach. This research was carried out from March to April 2024 at Kopi Taji Lereng Bromo. Determining the sample using the accidental sampling method, the number of samples taken was 60 people. Descriptive data analysis methods are used to describe consumers of Taji Lereng Bromo Coffee and logistic regression analysis to analyze the influence of age, family members, income, product quality and price on purchasing decisions for Taji Lereng Bromo coffee.The research results show that respondents who agree with the statement that quality coffee has a sweet and fresh taste at a price of 66.67%. Respondents who stated that coffee was of poor quality had a bland taste as much as 33.33%. Respondents who agreed with the statement that coffee prices were affordable were 66.67%. Respondents who stated that the price of coffee was expensive were 33.33%. Respondents who bought coffee ≥ 2 times were 63.33%. Respondents who bought coffee <2 times were 36.67%.The age variable shows a significant value of 0.017 ≤ 0.05. The age variable has a real and negative effect on coffee purchasing decisions with an Exponential (B) or Ods Ratio value of 0.682, meaning that as the consumer's age increases, the consumer's opportunity to buy coffee at Cafe Kopi Taji Lereng Bromo decreases by 0.682 times. The Family Member variable shows a significant value. equal to 0.035 ≤ 0.05. Family members have a real positive influence on coffee purchasing decisions. The Exponential value (B) or Ods Ratio is 1,000, meaning that the more the consumer's family members, the greater the consumer's chances of buying coffee at the Taji Lereng Bromo Coffee Cafe will decrease by 1,000 times.  The Income variable shows a significant value of 0.297 > 0.05. Income has no real effect on coffee purchasing decisions, meaning that even if the consumer's income is high or low, this will not increase or decrease the consumer's opportunity to buy coffee at the Taji Lereng Bromo Coffee Cafe. The Product Quality variable shows a significant value of 0.012 < 0.05. Product quality has a real negative effect on coffee purchasing decisions.

Keyword: purchasing decisions, price, product quality, income, Taji coffee