INFLUENCE OF TASTE AND PRICE ON PURCHASE DECISIONS CASE STUDY OF NOMO COFFEE SHOP IN BANDUNG

Muhamad Irvan, Agis Maharani, Muhammad Nizar Dzaki
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Abstract

The development of the coffee industry in Indonesia has increased rapidly in recent years. In the face of increasingly fierce competition, coffee shops have become one of the favorite places for people to enjoy coffee. One of the famous coffee shops in Bandung is "Nomo Coffee". Currently, "Nomo Coffee" faces challenges in maintaining and increasing the number of customers amid increasingly fierce competition. The purpose of this study was to analyze the influence of taste and price on consumer purchasing decisions at "Nomo Coffee" in Bandung. The method that will be used in this study is a structured survey that will be run through a questionnaire to consumers "Nomo Coffee". The results of the descriptive analysis showed that most respondents gave a low to moderate rating on the taste of products at Nomo Coffee. This analysis provides an initial picture of consumer perceptions of the taste and price of products at Nomo Coffee. Furthermore, further analysis such as regression analysis can be performed to determine the extent to which taste and price influence on consumer purchasing decisions. Regression analysis shows that the variable "Taste" has a regression coefficient of 0.589, with a t-value of 3.725 and a significance of 0.001. Meanwhile, regression analysis shows that the variable "Price" has a regression coefficient of 0.378, with a t-value of 2.198 and a significance of 0.035. The results showed that the taste of the product has a strong influence on consumer purchasing decisions at Nomo Coffee. The importance of efforts to improve the quality of coffee taste and maintain competitive prices to influence consumer purchasing decisions in coffee shops. Coffee shop "Nomo Coffee" can focus on improving coffee quality, such as through the selection of high-quality coffee beans and good brewing techniques.  
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口味和价格对购买决策的影响——以万隆nomo咖啡店为例
近年来,印尼的咖啡产业发展迅速。面对日益激烈的竞争,咖啡店已经成为人们享受咖啡的好去处之一。万隆著名的咖啡店之一是“诺莫咖啡”。目前,在日益激烈的竞争中,“诺莫咖啡”面临着保持和增加客户数量的挑战。本研究的目的是分析口味和价格对消费者在万隆“诺莫咖啡”购买决策的影响。在这项研究中使用的方法是一个结构化的调查,将通过对消费者的问卷调查“诺莫咖啡”。描述性分析的结果表明,大多数受访者对诺莫咖啡产品的味道给出了低到中等的评价。这一分析提供了消费者对诺莫咖啡产品的味道和价格的初步看法。此外,可以进行进一步的分析,如回归分析,以确定口味和价格对消费者购买决策的影响程度。回归分析显示,变量“Taste”的回归系数为0.589,t值为3.725,显著性为0.001。同时,回归分析表明,变量“Price”的回归系数为0.378,t值为2.198,显著性为0.035。结果表明,产品的味道对消费者在诺莫咖啡的购买决策有很大的影响。努力提高咖啡的口感质量和保持有竞争力的价格对影响消费者在咖啡店的购买决策的重要性。咖啡店“Nomo Coffee”可以专注于提高咖啡品质,比如通过选择高品质的咖啡豆和良好的冲泡技术。
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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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