USULAN PENGEMBANGAN USAHA KEDAI KOPI BERDASARKAN INDIKATOR YANG MEMENGARUHI KONSUMEN DALAM MEMILIH KEDAI KOPI

• Main Author: Devina, Vania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65963
• Institution: Institut Teknologi Bandung

Indonesia is a country that is rich in tourism destinations. Tourism consists of various parts, one of which is culinary. According to the Bandung Department of Tourism, coffee shops are one type of culinary sector. The Covid-19 pandemic has affected all aspects of human life including the tourism sector. Coffee shops are one of the sub-sectors that are experiencing the impact of the pandemic, therefore coffee shops need adaptation and self-development to survive and thrive during the pandemic. This study aims to help coffee shops to develop themselves. The purpose of this study is to determine the factors considered by consumers in choosing a coffee shop and provide development recommendations based on these factors. This research consists of several stages. The first stage is operationalization variable to determine the indicators of product quality, service quality, and promotion. The second stage is to conduct a confirmatory factor analysis to find out which indicators are considered by consumers in choosing a coffee shop. The third stage is to conduct a chi-square analysis and cross-tabulation to determine the relationship between indicators and demographic variables and consumer behavior. The last stage is the formulation of a coffee shop development recommendation based on the results in the previous stage. The results of the operationalization variables produce 24 product quality indicators, 24 service quality indicators, and 13 promotion indicators. After passing the confirmatory factor analysis, there are 21 product quality indicators, 16 service quality indicators, and 11 promotion indicators. These indicators are consumers consideration in choosing a coffee shop. The given development recommendation can be based on 5 points, i.e. paying attention to CHSE, actions to overcome customer fear and anxiety, utilizing digital maturity, paying attention to changes in stay-at-home lifestyle, and innovating both menus and menu packages. However, coffee shops need to carry out further data analysis and personalization according to the target market, environmental conditions, and the characteristics of consumers who come to the coffee shop.