Consumer Behaviours in Dropbox Resto and Café

Abstract

This study aims to determine the characteristics of consumers who visit a restaurant namely Dropbox Resto & Cafe and to find out how consumer behavior patterns determine the decision to choose Dropbox Resto & Café. This study uses a descriptive qualitative method. Unit analysis in this study are guests who visit Dropbox Resto and Café with 60 respondents as sample of population consisting of 18 male and 42 female consumers whose age ranges from 17 to 45 years old. The results are: 1) Most of the consumer characteristics of Dropbox restaurant cafe are women, on average of 17-24 years old, and students earning less than IDR 1,000,000 a month; 2) Consumer behaviors of a Dropbox resto and cafe in making purchasing decisions are influenced by suggestions from friends and people around them and not influenced by the family, not to show social status, can be enjoyed by various ages, influenced by work, influenced by the necessities of life and comfort of the place. The implication is that Dropbox Resto & Cafe needs to take several steps, namely 1) Identifying and anticipating consumers in order to provide their needs; 2) Establishing good communication with customers or consumers; and 3) Strengthening strategies that are committed to providing satisfaction to customers and consumers.