Analisis Harga dan Kualitas Produk Kopi di Kedai Kopi

Putra, . (2021) Analisis Harga dan Kualitas Produk Kopi di Kedai Kopi. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

*ABSTRAK* Penelitian ini bertujuan untuk menganalisis harga dan kualitas produk kopi dari salah satu merek kedai kopi di DKI Jakarta berdasarkan persepsi konsumen. Penelitian ini merupakan penelitian metode survei dengan pendekatan kuantitatif deskriptif. Teknik pengumpulan data menggunakan kuesioner dan disebar secara online melalui google form. Populasi yang digunakan yaitu pelanggan atau yang pernah melakukan pembelian produk kopi di provinsi DKI Jakarta. Metode pengambilan sampel mengunakan metode purposive sampling. Pada Penelitian ini terdapat jumlah sampel yang keseluruhan subyek penelitian berjumlah 180 orang responden. Hasil penelitian menunjukkan, pada variabel harga dimensi tertinggi terdapat pada dimensi keterjangkuan harga dengan persentase sebesar 60%, dimensi terendah terdapat pada dimensi kesesuaian harga dengan kualitas produk memperoleh persentase terendah sebesar 37.8%, kesesuaian harga dengan manfaat produk memperoleh persentase sebesar 56.1%, sedangkan daya saing harga memperoleh persentase sebesar 59.4%. Pada variabel kualitas produk dimensi tertinggi terdapat pada dimensi variasi dengan persentase sebesar 60% dan dimensi terendah terdapat pada dimensi citra rasa dengan persentase sebesar 56.1%. Kata kunci: Harga, Kedai Kopi, Kualitas Produk ABSTRACT This study aims to analyze the price and quality of coffee products from a coffee shop brand in DKI Jakarta based on consumer perceptions. This research is a survey method research with a descriptive quantitative approach. Data collection techniques using questionnaires and distributed online via google form. The population used is customers or who have purchased coffee products in the DKI Jakarta province. The sampling method used purposive sampling method. In this study, there were a total sample of 180 respondents who were research subjects. The results showed, the highest dimension of the price variable was found in the affordability dimension of the price with a percentage of 60%, the lowest dimension was found in the dimension of price suitability with product quality which obtained the lowest percentage of 37.8%, price suitability with product benefits obtained a percentage of 56.1%, while power price competitiveness obtained a percentage of 59.4%. In the product quality variable, the highest dimension is found in the variation dimension with a percentage of 60% and the lowest dimension is in the taste image dimension with a percentage of 56.1%. Keywords: Price, Coffee Shop, Product Quality

Item Type:	Thesis (Sarjana)
Additional Information:	1) Mulyati, M.Si 2) Prastiti Laras Nugraheni, M.Si
Subjects:	Manajemen > Manajemen , Business
Divisions:	FT > S1 Pendidikan Kesejahteraan Keluarga
Depositing User:	Users 11245 not found.
Date Deposited:	26 Aug 2021 03:58
Last Modified:	26 Aug 2021 03:58
URI:	http://repository.unj.ac.id/id/eprint/17505

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