Analisis Preferensi Konsumen terhadap Pembelian Kopi di UMKM Coffeeshop (Studi Kasus: UMKM Coffeeshop di Kota Medan)

Abstract

This study aims to analyze consumer interest preferences for UMKM Coffeeshop in Kota Medan. This study uses a survey method with a Likert scale questionnaire to 55 consumer samples in Coffeeshops in Kota Medan . Data analysis uses Conjoint Analysis to determine consumer interest preferences. The results of the study show that the characteristics of consumers in UMKM Coffee Shops in Kota Medan are consumers who are mostly age 17 22 years who are predominantly female and have student status. The combination of attributes that are the main considerations of UMKM Coffeeshop consumers are respectively product price level >Rp 30,000, List of product menus for Drinks, Snacks, and Heavy Meals, Quite Complete Coffeeshop Facilities, Medium/Appropriate Product Taste, and Medium Service.