PERCEPTION AND CONSUMER BEHAVIOR ON THE TYPES OF HIGH ECONOMIC COFFEE IN SEMARANG CITY

DAMARYANTI, REZKY DWI (2019) PERCEPTION AND CONSUMER BEHAVIOR ON THE TYPES OF HIGH ECONOMIC COFFEE IN SEMARANG CITY. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

Coffee is a popular drink and now can be enjoyed at various coffee shops. The most popular coffee dishes served in the coffee shop today include espresso, cappucino, macchiato, latte, and mocha. The large number of coffee offerings that can be enjoyed in each coffee shop causes the community's perception of coffee to be wider and more diverse, in line with the increasingly diverse demands of the community to consume coffee, both independently and with other people. This study addressed to determine the characteristics of perceptions and behavior of coffee consumers in the coffee shop in Semarang and to describe the relationship between consumer perceptions and coffee’s consumption behavior. The research was carried out using questionnaire in 3 stages of research namely pre-survey survey, main survey, and data analysis of 300 respondents. The results showed that 37.33% of respondents had consumed coffee for 1-2 years. As many as 25.23% of respondents claimed to know coffee offerings from the coffee shop, and 42% of respondents preferred to be served hot coffee. The purpose of respondents consuming coffee in the coffee shop was to fulfill a lifestyle of 51.33% and gather with friends as much as 27.67% of respondents. Based on the choice of coffee quality, 36.67% of respondents choose coffee flavor as the main parameter. The type of coffee preferred by 38.33% of respondents was latte coffee, while consumers who visit the coffee shop more than once are 41.33% of respondents. The correlation between the income of respondents with consumption duration was 0.344, but the correlation between the length of consumption of coffee and the frequency of visits to the coffee shop was negative, which was -0.113. The contingency value between the frequency of visiting the coffee shop and the destination to the coffee shop, the time of coffee consumption and the selection of coffee variants in the coffee shop are 0.205; 0.188; and 0.187. While contingency between coffee variants in the coffee shop with the aim of going to the coffee shop, the reason for choosing a coffee variant and with whom consumers consume coffee in a row was 0.611; 0,568; and 0.503. It can be concluded that the characteristics of perceptions and behavior of consumers of coffee in the cofee shop in Semarang City are generally enjoyed by consumers in the age range of 30-50 years and income levels of Rp. 1,000,000 - Rp. 3,000,000. Consumer perception of enjoying coffee in a coffee shop was a place to hang out, socialize, and maintain prestige. Coffee consumers visit the coffee shop once a week with friends during the day and the most preferred coffee dish was art latte. The results showed that 37.33% of respondents consumed coffee for 1-2 years, 25.23% of respondents knew a lot of coffee offerings from coffee shops, and 42% of respondents preferred hot coffee. The purpose of respondents consuming coffee in the coffee shop was to fulfill a lifestyle of 51.33% and to gather together a number of friends of 27.67%. In terms of quality, 36.67% of respondents choose coffee flavor as the main quality parameter. The type of coffee dish preferred by 38.33% of respondents was latte coffee, while the frequency of visiting the coffee shop more than once was made by around 41.33% of respondents. The results of the correlation test between respondent’s income and the length of consuming coffee showed a positive correlation of 0.344. The correlation between the length of coffee consumption and the frequency of visiting the coffee shop was -0.113. The results of contigency coefficient between the variable frequency of visiting the coffee shop, the coffee shop destination, when coffee consumption has a value of 0.205; 0.188; and 0.187. Proximity test results between variant coffee variables in the coffee shop, the destination to the coffee shop, the type of vi coffee variant served in the coffee shop has a value of 0.611; 0,568; and 0.503. Conclusions on the characteristics of consumers perception and behaviours of coffee, coffee can be enjoyed from the age 30-50 years and the income level of Rp 1.000.000,00-Rp 3.000.000,00. The consumer perceptions in highly economic coffee shop were a place to hang out, socialize and maintain the prestige. Coffee consumers visit the coffee shop once a week with friends during the day and coffee art latte to be their favourite to order.

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Consumer Behavior
Divisions: Faculty of Agricultural Technology > Department of Food Technology
Depositing User: Mr Lucius Oentoeng
Date Deposited: 09 Jul 2019 07:38
Last Modified: 09 Jul 2019 07:38
URI: http://repository.unika.ac.id/id/eprint/19597

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