Studying the Consumption Behaviour of Generations Y and Z towards Ready-To-Drink Coffee

Wibowo, FX Setiyo; Hurdawaty, Ramon; Sulistiyowaty, Reni

doi:10.56743/ijothe.v2i1.220

Cited by 2 publications

(2 citation statements)

References 1 publication

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“…Previously, in 2017, the International Coffee Organization (ICO) released that Indonesia was ranked fourth in the world as a coffee producer. The history of coffee in Indonesia also dates back to the era of the Dutch East Indies government, where Indonesia was known as one of the best-tasting coffee producers in the world [2].…”

Section: Introductionmentioning

confidence: 99%

The Influence of Decoy Effect on Consumer Purchasing Decisions at Starbucks Jakarta

Kurniawati,

Tio,

Saputra

2024

SHS Web Conf.

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The emergence of various new coffee brands, both from within the local and international companies, must think of ways to keep their products afloat amidst the increasingly fierce competition. The aims of this study are: 1) To analyze the differences in consumer purchasing decisions at Starbucks Jakarta before and after applying the decoy effect, and 2) To see the effectiveness of the decoy effect on consumer purchasing decisions at Starbucks Jakarta. The research employs quantitative analysis through an experimental method. The population for this research is the customers who have purchased a Starbucks beverage product at least once and will be applying non-probability purposive sampling. The data collection research used an online questionnaire. Data were then analyzed using the Wilcoxon and N-gain test, which was processed using IBM SPSS Statistic version 25. The results of this study proved that there were changes in consumer decisions before and after the decoy effect was applied based on the Wilcoxon Test, which was carried out with a result of 0.000 <0.05 so that it could be concluded that Ha was accepted, and Ho was rejected. In addition, the decoy effect is also considered quite effective on consumer purchasing decisions based on the N-gain test conducted. The result obtained was 0.68 for the N-gain score, so it is in the medium category, and 68% for the N-gain percent, so it is considered quite effective.

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Section: Introductionmentioning

confidence: 99%

The Influence of Decoy Effect on Consumer Purchasing Decisions at Starbucks Jakarta

Kurniawati,

Tio,

Saputra

2024

SHS Web Conf.

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“…Saat ini kopi adalah minuman yang paling banyak diminati setelah teh dan air putih di dunia. Hasil studi mengenai perilaku konsumsi kopi generasi Y dan Z menunjukan bahwa aktivitas tertinggi yang dilakukan di coffee shop adalah untuk mengobrol dengan teman atau rekan kerja sebanyak 48 %, mengerjakan tugas sebanyak 25.5 %, dan berkumpul sebanyak 16 % (Hurdawaty et al, 2023). Penelitian lain mengenai preferensi konsumen terhadap keputusan pembelian kopi adalah rasa yang sesuai standar, kemasan yang mudah dibawa dan aman, merek, serta harga yang terjangkau (Donovan & Hurdawaty, 2022).…”

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Upaya Meningkatkan Kepuasan Tamu Melalui Kualitas Pelayanan Barista Di Gentle Ben Kitchen and Coffee

Hurdawaty

2023

JPP

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Baristas as the front line have a significant influence on the success of a coffee shop. A barista must show his best service. However, some guests felt they were not cared for when they entered Gentle Ben Kitchen and Coffee by the barista. There is still a lack of basic understanding of the service of a barista in maintaining coffee shop operations. The purpose of this research is to find out the efforts to increase guest satisfaction through the quality of barista service at Gentle Ben Kitchen and Coffee. This research was conducted using qualitative methods through interviews and observations. The informant retrieval technique used in this study was purposive sampling. The results of this study are efforts to increase guest satisfaction through the quality of barista service at Gentle Ben Kitchen and Coffee that barista must work according to the SOP (Standard Operational Procedure) set by the company and must implement 3S (smile, greet, greet) to each customer to increase guest satisfaction. Steps that can be taken by the barista at Gentle Ben Kitchen and Coffee to increase guest satisfaction by being friendly, dressing politely and attractively, and training is needed before starting work.

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Studying the Consumption Behaviour of Generations Y and Z towards Ready-To-Drink Coffee

Cited by 2 publications

References 1 publication

The Influence of Decoy Effect on Consumer Purchasing Decisions at Starbucks Jakarta

The Influence of Decoy Effect on Consumer Purchasing Decisions at Starbucks Jakarta

Upaya Meningkatkan Kepuasan Tamu Melalui Kualitas Pelayanan Barista Di Gentle Ben Kitchen and Coffee

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