Analisis Faktor-Faktor Yang Mempengaruhi Frekuensi Kunjungan Konsumen Pada Kedai Kopi Aceh di Kota Medan

Abstract

ALWAN LUBIS with the thesis titled "Analysis of Factors Influencing Consumer Visit Frequency at Aceh Coffee Shops in Medan City" (Under the supervision of Mr. Ir. Thomson Sebayang, MT as the Academic Advisor and Mrs. Ir. Iskandarini, MM., Ph.D. as the Examiner). This research aims to determine the influence of marketing mix factors 4Ps (Product, Price, Place, Promotion) as well as consumer income on the frequency of consumer visits to Aceh Coffee Shops in Medan City. The study was conducted at 10 case study locations across 10 sub-districts in Medan City. The total sample size consisted of 100 individuals, selected using the Accidental Sampling method, by approaching people who were currently at or had previously visited Kedai Kopi Aceh Agam in Medan City.The data analysis method used in this research is Binary Logistic Regression. Based on the results of multiple Binary Logistic Regression analysis of the factors affecting consumer visit frequency, it was found that the significance value for the Price variable was 0.039, which is smaller than α (0.05). This indicates that the price offered by Aceh Coffee Shops has a significant effect on how often consumers visit. Furthermore, based on the results of the Pearson correlation test between the income variable and purchase frequency, the correlation coefficient obtained was -0.051. This value indicates a very weak negative relationship between income and visit frequency. In general, this means that as income increases, the frequency of visits tends to slightly decrease, but the relationship is very weak and nearly insignificant.