SEGMENTASI DAN ANALISIS PERILAKU KONSUMEN KOPI BUBUK
Abstract: The purpose of this
study was to know the consumer segmentation of ‘555’ Ground Coffee in Capital
city of Nusa Tenggara Barat Province, to know the variables which influence the
consumer behaviour from buying ‘555’ Ground Coffee and also knowing the
marketing prospect of ‘555’ Ground
Coffee based on sales trend. The data were analyzed from 99 respondents in
Mataram and also from secondary data series of sales over three years in
recent. Chi Squared analysis, Linear Regression and least squared Trend Method
was also used to analyze the data. The result of Chi Squared analysis showed
that there was a differ segmentation of ‘555’ Ground Coffee consumer. The
segmentation of ‘555’ Ground Coffee was divided into three segments which is:
low income level, middle income level and high income level. Linear Regression
Analysis found that variables of customs, education, price, income, promotion
and profession were significant toward consumer buying decision. In other side,
variable of quality, age and ethnic were not significantly related. Moreover,
income was the highly significant variable which affect on consumer buying
decision. Least square trend analysis on sales showed that ‘555’ Ground Coffee
marketing have a good prospect in the future. The study suggested that company
have to responds to consumer wants in order to make them become loyal, reaching
more consumer and also taking more positive movements toward ‘555’ Ground
Coffee future. Government is suggested to play roles by developing and
promoting ‘555’ Ground Coffee in order to make them more famous, instead that
it was one of their region assets. Moreover, central government is suggested to
inventory the potential of each region, so that it can be used to increase
country’s devisa.
Keyword: Segmentation,
Consumer Behaviour, Ground Coffee
Penulis: Riza Wahyu Utami
Kode Jurnal: jppertaniandd090055
