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ANALISIS FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MEMILIH CAFÉ AYU TANTRI

Karina, Mega Ayu (2019) ANALISIS FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MEMILIH CAFÉ AYU TANTRI. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Café Ayu Tantri is a café business that was established in 2018 in March by carrying the concept of a semi-outdoor café with shades of flowers and decorated with a variety of striking lights. Café Ayu Tantri is located at Jalan Raya Dermo No.27, Jetak Lor, Mulyoagung, Kec. Dau, Malang Regency, East Java. The purpose of this study is to determine and analyze the factors that consumers consider in choosing Cafe Ayu Tantri, the second goal is to find out and analyze what factors are dominantly considered by consumers in choosing Café Ayu Tantri. This study uses a factor analysis tool and analyzes 23 indicators. Respondents in this study were 100 customers of Ayu Ayu Tantri. The data collection method uses a questionnaire. The results of the study revealed that 7 factors were formed that consumers consider in choosing Café Ayu Tantri, consisting of price factors, product variation factors, product benefit factors, expected product factors, service factors, physical facility factors and product form factors. The dominant factor considered by consumers in choosing the Ayu Tantri cafe is the price factor because it has the highest eigenvalue of 3.662.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201210160311544
Thesis Advisors: Widayat (0702046801), Baroya Mila Shanty (0704056701)
Keywords: analisis faktor, keputusan konsumen, bauran pemasaran 7P.
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201210160311544
Date Deposited: 24 Aug 2019 05:57
Last Modified: 09 Sep 2019 03:23
URI : http://eprints.umm.ac.id/id/eprint/52180

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