Analysis of the Factors Affecting the Consumer Purchasing Decisions on Coffee at Resto Banaran 9, Gemawang Village, Semarang

Abstract

This study aims to determine the general description of Resto Banaran 9, to analyze general description of coffee consumers in Resto Banaran 9 which includes respondent characteristics, consumption behavior, and respondent’s answer distribution,in additionto analyze the influence of cultural factors, social factors, personal factors, psychological factors, and physical evidence on coffee purchasing decisions at Resto Banaran 9. This research was conducted on 10 September until 11 October 2018 at Resto Banaran 9, Gemawang Village, Jambu Sub-district, Semarang District. The location of the research was determined purposively. This research method was a survey and data collection techniques through interviews using a questionnaire tool distributed to 100 respondents. The sampling method used was the accidental sampling method. Data analysis used was descriptive-quantitative analysis method. The quantitative analysis used was multiple linear regression analysis. The results showed that simultaneously, cultural factors, social factors, personal factors, psychological factors, and physical evidence had a significant effect on consumers’ coffee purchasing decisions at Resto Banaran 9. Moreover, partially, cultural factors, social factors, personal factors, psychological factors, and physical evidence had a significant effect on consumers’ coffee purchasing decisions at Resto Banaran 9.

Analysis of Consumer Attitudes towards MSME-produced and Factory-produced Coffee Powder in East Java

“…Respondents of ground coffee produced by MSMEs consisted of 51 male and 49 female participants, indicating that men have higher coffee consumption (51%) than the female respondents do. These results are in line with the research of Qomariyah et al (2014), Kurniawan & Ridlo (2010), and Lase et al, (2019) revealing that men tend to consume more coffee as it is juxtaposed with their smoking and staying up late habit.…”

Factors Affecting Consumer Decisions in Consuming Coffee in Surabaya, Sidoarjo and Gresik

“…In addition to the above cognitive imbalances and information about the product can reduce psychological imbalance. Lase, Setiadi and Budiraharjo [28], stated that cultural, social, personal, psychological and physical factors have a major influence on consumer decision in buying coffee.…”

Perilaku Konsumen Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya

“…Penelitian Susanti et al, (2017) mengungkapkan jika secara bersamaan aspek budaya, aspek sosial, aspek pribadi & aspek psikologi memiliki pengaruh positif pada keputusan membeli konsumen di café cangkir klasik. Kemudian riset Lase et al, (2019) hasilnya menunjukan bahwa karakteristik responden yang melakukan pembelian di Resto Banaran 9 didominasi oleh laki-laki yang berusia 31-38 tahun, berpendidikan sarjana/diploma, pekerjaan PNS, serta penghasilan bulanan> Rp. 7.000.000.…”

“…Sehingga, tingginya pengaruh faktor sosial mengakibatkan meningkatnya keputusan pembelian. Hasil tersebut mendukung penelitian yang dilakukan oleh Lase et al, (2019) yang memaparkan bahwa faktor sosial dapat mempengaruhi konsumen dalam tindakan pembelian di resto banaran. Akan tetapi, hal tersebut tidak sesuai dengan penelitian (Nafali & Soepeno, (2016) yang menjelaskan jika faktor sosial tidak berpengaruh pada tindakan pembelian makanan instan yang dilakukan oleh konsumen.…”