Preferensi dan Kepuasan Konsumen terhadap Atribut Produk Minuman Kopi di Coffeeshop Starbucks Kabupaten Jember
Muhammad Thufeil Ahsani Taqwim,
Ahmad Zainuddin,
Agus Supriono
et al.
Abstract:Starbuks yang tersebar di seluruh Indonesia memberikan pilihan dan pelayanan yang berbeda, sehingga penting untuk meneliti terkait preferensi dan kepuasan konsumen Starbucks. Penelitian ini bertujuan menganalisis preferensi dan kepuasan konsumen terhadap produk minuman kopi Starbucks di Kabupaten Jember. Preferensi konsumen dianalisis dengan menggunakan metode multiatribut Fish bein dan tingkat kepuasan konsumen dianalisis dengan Customer Satisfaction Index (CSI). Sampel yang digunakan sebanyak 70 responden. K… Show more
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