Analisis Positioning Coffee Shop Berdasarkan Persepsi Konsumen di Kota Garut
- TA Mahasiswa
- Kemal Abdul Hakim
- 24023115302 - S1 Manajemen
Abstrak
The purpose of this research is to describe the consumer perception map regarding the position of each coffee shop and to find out the advantages of each coffee shop based on consumer perception. This research was conducted by taking a sample of 100 respondents who like to buy a coffee shop in the city of Garut, then the analysis method used is descriptive statistical analysis and the sampling used is non probability sampling with the technique used is incidental sampling, then processed using analysis multidimensional scaling. The results of this study aim to determine the fifth position of the coffee shop namely Kopilogi, Toast Ngopi, Waroeng Kopilogi, Koffie Talky, and Jenggo based on consumer perceptions in the city of Garut. This consumer perception is measured based on 4 dimensions namely Service Quality, Price, Emotional, and Ease. Where is the result that coffee shop Kopilogi Has the highest rank, followed by Koffie Talky who is ranked second, then Jenggo who is ranked third, then Waroeng Kopilogi is ranked fourth, and finally Toast Ngopi is ranked fifth based on consumer perception in the City of Garut.
Keywords: Consumer Perception, Multidimensional Scaling
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