Faktor Faktor yang Mempengaruhi Keputusan Pembelian Minuman Kopi Black Coffee di Kota Medan

Abstract

In the current era, drinking coffee has become a lifestyle for young people, coffee outlets become businesses with promising prospects. The large number of coffee outlets made Persian heavier and coffee outlets compete with competitions to provide coffee to the best quality. The aim of this study was to determine the attributes of coffee that had an effect on the purchase decision of Black Coffee drinks. This research focuses on attributes such as taste, aroma, acidity effects, how of brewing, and brewing methods, and using the binary regression method to analyze the influence of those variables. The results of this study indicate that all the attributes tested have a significant influence on the preference decisions of consumers in buying black coffee drinks. With this research, it is hoped that it can provide insight for coffee shops owners in adjusting their products with consumer needs and desires, and contribute to the growth of the coffee industry in Medan City