COFFEE SHOPS CONSUMPTIONS PREFERENCES AND PRICING MODEL IN JAKARTA, INDONESIA

• Main Author: Gautama Himawan, Adrian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49256
• Institution: Institut Teknologi Bandung

The aim of this study is to discuss the difference in motivation in coffee consumption and awareness of its effect on peoples in coffee shops around Jakarta Area. For this research a past literature review, made from 23 papers that are being synthesized, and an interview to 10 coffee shop regulars will be conducted,. The analysis of literature and interview found that customer preferences influencing coffee purchases are: Taste, product design, ambiance, brand influence, location accessibility, and price are the most customer preferences on their purchasing of coffee. These preferences will determine the choices of customers in choosing a coffee shop to make a purchase and will determine any differences in the purchasing power of coffee. From the results, an online survey is conducted to coffee shop consumers. The results are gathered from 111 respondents living in Jabodetabek Area, with their activities conducted all around Jakarta Area. With more than 1000 coffee shops around Jakarta Area, Jakarta will be an interesting area for research about coffee shops, thus Jakarta it is chosen. The limitation of this research is that this research only studies customers’ preferences for coffee shops in Jakarta Area. Due to pandemic that is arise while researching, the surveys only conducted online. The study will be focusing on 5 coffee brands that is decided based on the interview. The findings of this study will be useful for the stakeholders, coffee shop owners, and coffee shop consumers in different areas of Jakarta. In the future qualitative and quantitative research process can be conducted to more brands to reconfirm and to improve the findings of this paper. This research is the first in Jakarta to compare the factors preferences of coffee shop.