PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KOPI TUBRUK DAN KOPI INSTAN DI KOTA PALEMBANG

ALFANTIS, AHLIANDIKA and Wildayana, Elisa and Thirtawati, Thirtawati (2014) PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KOPI TUBRUK DAN KOPI INSTAN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study were 1) to determine the characteristics of brewed coffee and instant coffee consumer and 2) to determine the process of buying decision brewed coffee and instant coffee. This research was conducted at Subdistrict Sialang, Distrik Sako and Subdistrik 2 Ulu, Disktrik Seberang Ulu I Palembang City. South Sumatera. The location was determinate purposively due to the criteria, that the location are include in the 10 most populous subdistrik in Palembang City and mayority of people consume coffee. Data collecting process was done on Februarv till March 2014 with Survey method, while the samping method use simple random sampling. The data collected in this research is primary adn secondary data. Primary data were obtained by direct observation and questionaire interviews. while the secondary data were obtained by direct from the institution that related to this research. The characteristics of brewed coffee and instant coffee were determined buty age, livelihood, education and household income. Both of brewed coffee and instant coffee consumer were characterized by age of > 40-55 years, livelihoods as housewife, education background from Senior High School, and house hold income in the medium scale (1DR 1.500.000 - IDR 2.500.000). The stage of buying decision process consist of: 1). Latroduction needs. 2). Information Searching. 3). Altemative Assesment and 4). Consumer Decision. In the first and third stage were on the high criteria, while in the second stage (information searching) was in the middle criteria and the fourth stage which was decision making process was in the low criteria. Thats shows the respondents has already done the analysis prosess to the product they bought. From the research, it can be concluded that market research and buying decision process were important for the producen of brewed coffee and instant coffee to determine the strategy of marketing.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Konsumen Kopi
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	16 May 2023 05:32
Last Modified:	16 May 2023 05:32
URI:	http://repository.unsri.ac.id/id/eprint/103390

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