CONSUMER PREFERENCE ANALYSIS OF DINE IN AT COFFEE SHOP USING CONJOINT ANALYSIS (CASE STUDY : CUPOLA SUPRATMAN)

• Main Author: Kusumawardani, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63896
• Institution: Institut Teknologi Bandung

The growth of the coffee industry is indeed increasing. This is evidenced by the rampant increase in coffee shops in Indonesia, especially in Bandung, West Java. In the midst of the Covid-19 pandemic era that occurred in early 2020, it greatly affected the intensity of competition and the decline in sales revenue in the food and beverage sector, especially coffee shops, due to government regulations prohibiting people from eating in places such as cafes, restaurants or coffee shops. Cupola Supratman is a coffee shop brand located in Bandung, West Java, which was established in mid-2017 so that it also felt a great influence during the pandemic. This study aims to determine the current business situation of Cupola Supratman and propose a new marketing strategy to determine customer preferences in dine-in during a pandemic using conjoint analysis. In this study, a researcher use mix method for this research. From these results, an online survey was conducted to 101 Cupola Supratman’s consumers. The limitation of this study is that this research only examines consumer preferences in doing dine-in in the midst of a pandemic at Cupola Supratman. Due to the pandemic that emerged during the research, the survey was only conducted online. Several attributes that will be analyzed are: Price, Location, Facilities, Menu, and Ambiance. The findings of this study are customers prefer coffee shop which offer affordable price, near location, complete facility, offers drinks and meals menu, and instagrammable ambiance.