Analisis Perbandingan Preferensi Konsumen Terhadap Jenis Kopi Siap Minum

Abstract

In this era, drinking coffee has become a lifestyle for young people, coffee outlets are the business with promising prospects. There are two ready-to-drink coffee outlets that are the choice for young people, namely Kopi Kenangan and Fore Coffee. The number of coffee outlets makes business competition far tighter, and coffee outlets are competing in providing facilities and improving the quality of products sold. Preference is an important role in the buying process, preference itself can be measured through the attributes of the marketing mix, are product, price, place, and promotion. The study aims to analyze differences in consumer preferences for product, price, place, and promotion between Kopi Kenangan and Fore Coffee and analyzing differences in preferences based on gender. The analysis method used in this study is non parametric statistics, that is Mann Whitney-U to see differences in preferences at the two ready-to-drink coffee outlets. The data used is primary data taken directly from the field through interview using questionnaire given with 96 respondents. That data processing is by using Stata 17. The results showed that there are differences in consumer preferences, where Fore Coffee has advantages in product and place attributes, while Kopi Kenangan has advantages in price and promotion attributes. Male preferences choose Kopi Kenangan with consideration of its affordable price, and choose Fore Coffee with consideration of its clean and comfortable place. Female preferences choose Kopi Kenangan with consideration of its affordable price, and choose Fore Coffee with consideration of its strudy and interest packaging.