CONSUMER PREFERENCES ON WILLINGNESS TO PAY AND PRICING MODEL OF BUBBLE TEA FOR GENERATION Z IN BANDUNG, INDONESIA

• Main Author: Iswara, Candice
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57815
• Institution: Institut Teknologi Bandung

Bubble tea currently represents a popular drink among Generation Z in Indonesia. Their quality varies depending on intrinsic and extrinsic factors that can be adjusted to make it more appealing. Considering consumers as final economic activity actor, it is important to figure out what influences their behavior. Because of this, bubble tea shop owners will be able to effectively meet customer expectations for bubble tea beverages. This study examines factors that may influence consumer preferences of bubble tea, as well to find disparities in bubble tea price limit. The research will use a quantitative approach by distributing questionnaires to Generation Z and analyzing several aspects: price, taste, product design, brand influence, and location accessibility. This research will also analyze whether the respondents consumer preferences and price limit of the respondents is different or not when it is divided based on demographics factors. In obtaining the data needed, the researcher used a quantitative approach by distributing questionnaires to 300 respondents in Bandung City. By using multiple linear regression analysis, the researcher found that taste, price, product design, brand image and location accessibility individually and simultaneously affect the willingness to pay among Generation Z in Bandung City. It it also found that there is a difference of several consumer preferences aspects and price limit when it is divided based on demographics factors.