PROSES PENGAMBILAN KEPUTUSAN KONSUMEN DAN ATRIBUT PRODUK KOPI INSTAN DALAM SACHET
ABSTRACT: The objectives of
this research were to observe the decision making process and the influence of
product attributes in consuming of instant coffee products in sachets. This
research used questionnaires to obtain information on the characteristics and
consumer behavior of respondents. Data were analyzed using descriptive analysis
and importance attributes. The results
showed that process of buying through the stages in the purchase decision
process, namely a). need recognition:
the main benefits expected was freshness of coffee, highest frequency was once a day; and the main barrier was product
quality; b). searching of information: the main source was promotion; c).
alternative evaluation: The main factor in evaluation was taste, the known
brand of instant coffee were Torabika, Nescafe, Kopi Luwak, ABC, Top, Good Day;
d). The decision to buy: the main reasons to buy was taste; purchase decision
depending on the situation, most influential are friends. e). post-purchase
evaluation: customers are willing to keep buying previous products.. The
highest product attributes importance of instant coffee were the highest sense
of 4.34; aroma 4.23; and freshness of 4.11 which is the characteristics
specialty[H1] of coffee.
Penulis: Wisnu Satyajaya,
Azhari Rangga, Fibra Nurainy, Harun Al Rasyid
Kode Jurnal: jppertaniandd140120
