在 Pit Stop Coffee Gresik 工业区(KIG)分析消费者偏好对咖啡饮料产品购买兴趣的影响

Sella Kumala Sari, Rahmad Jumadi, Raden Achmad Djazuli
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引用次数: 0

摘要

本研究旨在分析消费者偏好对在 Pit Stop Kopi KIG 购买咖啡饮料产品兴趣的影响。 研究的消费者偏好包括价格、菜单变化、地点和产品属性。本研究采用多元线性回归分析的定量方法。数据来自 120 名受访者,他们都是 Pit Stop 咖啡的消费者。研究结果表明,由价格、菜单变化、地点和产品属性组成的消费者偏好同时对购买咖啡饮品的兴趣有显著影响。其中,菜单变化和产品属性对购买意向有显著影响,而价格和地点则没有显著影响。本研究的结论是,Pit Stop Kopi 需要增加菜单变化,保持和改善产品属性,以吸引消费者的购买兴趣。今后的研究可以探讨影响消费者购买兴趣的其他因素,并扩大样本范围,以获得更全面的结果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analisis Pengaruh Preferensi Konsumen Terhadap Minat Beli Produk Minuman Kopi di Pit Stop Kopi Kawasan Industri Gresik (KIG)
This research aims to analyze the influence of consumer preferences on interest in purchasing coffee beverage products at Pit Stop Kopi KIG. Consumer preferences studied include price, menu variations, location and product attributes. This research uses quantitative methods using multiple linear regression analysis. Data was obtained from 120 respondents who were Pit Stop Coffee consumers. The research results show that simultaneously, consumer preferences consisting of price, menu variations, location and product attributes have a significant effect on interest in buying coffee drinks. Partially, menu variations and product attributes have a significant effect on purchase intention, while price and location do not have a significant effect. The conclusion of this research is that Pit Stop Kopi needs to increase menu variations and maintain and improve product attributes to attract consumer buying interest. Future research can explore other factors that influence consumer purchasing interest and expand the scope of the sample to obtain more comprehensive results.
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