IDENTIFICATION OF CONSUMER DECISION JOURNEY IN CHOOSING THIRD WAVE COFFEE SHOP IN BANDUNG BY YOUTH MARKET SEGMENT

• Main Author: Eka Putranto, Fajar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72338
• Institution: Institut Teknologi Bandung

Nowadays, the world has a new trend regarding drinking a coffee which called as ?third wave? in coffee industry. Third wave means the coffee not only have bitter taste but more than that coffee promise tastes that comes from using single origin beans and using different methods of brewing (Cho,2005). This wave also increase the way of people and market appreciate coffee and in many country people are opening they own coffee shop as they saw an opportunity for business. Indonesia also didn’t late to follow this trend. In big city we can find many kinds of coffee shops that offer different experience of drinking coffee. But, with the rise of this kind of business also rise the tension among competitors. Using McKinsey’s consumer decision journey and service marketing mix, this research is focusing to understand the consumer decision journey, especially the prepurchase that consist of value for money, coffee as a drink, promotion, information, accessibility, and other facilities as the variable. Then the purchase phase consists of coffee’s quality, barista and employee, atmosphere, and cleanliness as the variable. This research was conducted in Bandung using qualitative (interview, group discussion, observation) and quantitative approach that processed using validity, reliability, descriptive analysis. The findings are that youth market segment finds importance in pre-purchase from value for money, coffee as a drink, information, accessibility, and other facilities variable with the most important point is value for money. And in the purchase phase, consumer finds importance in every variable, especially cleanliness. Researcher also recommend to use maximize social media in marketing and maximize role of barista as the ambassador of the third wave coffee shop.