Analisis Keputusan Konsumen Untuk Pembelian Kopi di Metime Coffe And Eatery Kota Bengkulu

Abstract

The development of Coffee beverage in coffee stall create coffee drinking as a lifestyle and as a way to show prestige. This lifestyle create business opportunity for coffee shop owner to give best service to costumer. One method to see customer respond is by doing market analysis with attribute approach. This study aimed to know the customer characteristic, customer satisfactory index and coffee attribute that important for the customer of Metime Coffe and Eatery Bengkulu. The sample used 152 respondent collected using accidental sampling. Data analysis used was descriptive analysis, customer satisfaction index (CSI) and Importance and Performance analysis (IPA). The study comcluded that customer was mostly women aged from 17-46 years, with income