Analisis Preferensi Konsumen dalam Memilih Coffee Shop di Kecamatan Medan Baru

Abstract

This study aims to analyze consumer preferences in choosing a coffee shop in Medan Baru District. The research uses a quantitative method with purposive sampling technique, involving 50 respondents who are visitors to three selected coffee shops: Sanubari Coffee, Waiting List, and Temu Tengah. Data analysis was conducted using the Fishbein multi-attribute model to identify the influencing attributes and the most considered attributes in consumer decision-making. The results show that consumer preferences are influenced by five main attributes: product quality, price, service quality, atmosphere, and facilities. The most considered attribute by consumers is service quality with the highest attitude value (Ao = 17.49), followed by facilities (Ao = 17.30), product quality (Ao = 17.19), price (Ao = 16.88), and atmosphere (Ao = 16.76). These findings indicate that consumers tend to choose coffee shops based on the quality of service and comfort offered.