| dc.description.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. | en_US |
