Persepsi Konsumen terhadap Strategi Pemasaran Coffee Shop di Kota Pekanbaru
DOI:
https://doi.org/10.62710/ijmssem.t61ttz92Keywords:
Perception Mapping , Coffee Shop, Consumer PreferencesAbstract
This research was conducted with the aim of knowing and analyzing the mapping of consumer perceptions of three coffee shops located on Jalan Arifin Ahmad, Pekanbaru City based on five attributes, namely product, service quality, price, atmosphere and extra features/advantages. The population in this research is all consumers at Aksen Coffee, Basua Coffee & Space and NOA Coffee. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method with a sample size of 97 respondents. The data analysis method used is multidimensional scaling analysis with the SPSS test tool. The research results show that consumers have their own perceptions of each coffee shop based on product attributes, service quality, price, atmosphere and extra features/advantages. In the preference analysis, you can see the ranking results of the most preferred coffee shops to the coffee shops that are least liked by consumers. Based on the results of consumer preferences, it can be seen that the ranking order of consumer preferences for coffee shops located on Jalan Arifin Ahmad, Pekanbaru City are Aksen Coffee, Basua Coffee & Space and NOA Social Space & Coffee.
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