Analisis Preferensi Konsumen terhadap Minuman Kopi (Kasus : Ateku Kopi, Kelurahan Titi Rantai, Kecamatan Medan Baru, Kota Medan)

Abstract

This study aims to find out and analyze which product attributes are consumer preferences in making coffee beverage purchase decisions at Ateku Kopi. The data analysis method used in the study is conjoint analysis to determine consumer preferences for coffee drinks at Ateku Coffee. The results of this study show that the combination of coffee product attributes that become consumer preferences is processed coffee products that have a mixture with a sweet coffee taste and standard prices, modern place designs with adequate facilities and excellent employee service. The level of importance of product attributes that are the most important consideration for consumers in buying coffee at Ateku Coffee is price, taste and employee service. The interpretation is that there is a strong relationship or positive relationship between product attributes and consumer preferences in Ateku Coffee.