Analisis Preferensi Konsumen Terhadap Keputusan Memilih Coffee Shop di Kota Padangsidimpuan Provinsi Sumatera Utara

Abstract

Indonesia is one of the largest coffee producing countries in the world, and its production has continued to increase over the past three years reaching 786.19 thousand tons in 2021, an increase of 1.62% compared to the previous year. Based on consumer data obtained through an online survey by the Coffee Business platform TOFFIN to young coffee lovers in Indonesia, it shows that Coffee Shops that provide coffee drinks and an attractive atmosphere are in great demand by young people in Indonesia today. The development of Coffee Shops in Padangsidimpuan City shows new dynamics in people's consumption behavior. This raises interesting questions about how consumer preferences are formed and what drives consumer purchasing decisions in choosing Coffee Shops in Padangsidimpuan City. The purpose of this study is to analyze the influence of consumer preference attributes on decisions in choosing Coffee Shops and to analyze the consumer decision-making process in choosing Coffee Shops in Padangsidimpuan City. This study uses the Conjoint Analysis method, a technique found in the Statistical Program For Social Sciences (SPSS). The sampling method is Judgement Sampling. The results of this study are that the biggest influence of preference in making decisions to visit a Coffee Shop is the social factor (utility estimate 0.174), followed by atmosphere and price. Consumers make the gathering place factor, Coffee Shop lighting and with a price of IDR 21,000 to IDR 25,000 as preferences in determining their choice. This study found that the attributes of atmosphere, price, and social have a significant influence on consumer preferences. The consumer decision-making process is that consumers generally recognize the need for a place to gather or work, seek information through social media and friend recommendations, then compare Coffee Shop attributes before deciding on a place to visit. Post-purchase evaluation affects the intention to return and customer loyalty.