HUBUNGAN PENGETAHUAN PRODUK MINUMAN KOPI TERHADAP KEPUTUSAN PEMILIHAN MINUMAN DI COFFEE SHOP “404 EATERY AND COFFEE

JESSICA RIZKY DARDA, . (2020) HUBUNGAN PENGETAHUAN PRODUK MINUMAN KOPI TERHADAP KEPUTUSAN PEMILIHAN MINUMAN DI COFFEE SHOP “404 EATERY AND COFFEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Coffee shop kini tengah menjadi lifestyle bagi para penikmatnya di Indonesia. Coffee shop merupakan usaha jasa boga yang awalnya hanya menyediakan minuman berbahan dasar kopi. Penelitian ini bertujuan untuk menganalisis hubungan antara pengetahuan produk minuman terhadap keputusan pemilihan minuman di coffee shop “404 Eatery and Coffee” yang termasuk kedalam jenis kafe third wave coffee shop. Di dunia kopi terdapat evolusi yang dinamakan first, second, dan third wave yang dibedakan berdasarkan tingkat keingintahuan dan kemampuan dari penikmat kopi. Third wave merupakan evolusi paling baru dimana penikmat kopi tidak hanya menikmati melainkan sudah bisa mengetahui perbedaan jenis biji kopi, asal biji kopi, dan sebagainya. Penelitian ini menggunakan metode penelitian survey dan kuesioner sebagai instrumen penelitian. Ada dua kuesioner yang digunakan yaitu kuesioner pengetahuan produk minuman dengan empat indikator : atribut produk, manfaat fungsional, manfaat psikologis dan nilai yang diperoleh serta kuesioner keputusan pemilihan minuman dengan lima indikator yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian dan perilaku pasca pembelian. Hasil penelitian menunjukan terdapat hubungan yang positif antara pengetahuan produk minuman terhadap keputusan pemilihan menu di salah satu third wave coffee shop yaitu 404 Eatery and Coffee dengan nilai korelasi sebesar 0,92 dan persamaan regresi Ŷ = -0,2 + 0,82 X. Dimana pengetahuan minuman kopi pelanggan 404 Eatery and Coffee tertinggi atau dikategorikan baik terdapat pada pernyataan mengenai kandungan yang terdapat pada kopi yaitu kafein, dan terendah atau dikategorikan kurang terdapat pada pernyataan mengenai kriteria warna minuman kopi yang baik. Kata kunci : kopi, kedai kopi, pengetahuan produk, keputusan pembelian, third wave coffee Nowadays coffee shop become a lifestyle in Indonesia. Coffee shop is one kind of a food and beverages industries that only focus for coffee.. This research is about to find the correlation between product knowledge and purchase decision in coffee shop “404 eatery and coffee”, which is one of a third wave coffee shop. There are three evolution of coffee named first, second and third wave coffee. The different of the era are about knowledge and curiousity. In the third wave coffee era, the coffee lover start to knowing about how’s the coffee bean process, coffee bean profile, etc. This research used explanatory survey methods and two questionnaires as an instrument. first is about product knowledge which has four indicator, product attributes, functional benefits, pshycologic benefits, and points of product. The second questionnaire it has five indicators the are introduction of needs, information searching, alternative evaluates, purchase decision and post purchase decision. The result of this research showed that product knowledge has a positive correlation to purchase decision with the regression result 0.92 and linier regrssion Ŷ = -0,2 + 0,82 X. Where in the highest indicator for product knowledge is the caffeine contains in coffee. While, the lowest indicator for product knowledge is the color criteria for good coffee. Keyword : coffee, coffee shop, product knowledge, purchase decision, third wave coffee

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Ir. Ridawati, M.Si 2). Dra. Mariani, M.Si
Subjects: Ilmu Sosial > Industri, Buruh, Produksi
Ilmu Sosial > Industri, Buruh, Produksi > Perbankan
Divisions: FT > S1 Pendidikan Tata Boga
Depositing User: Jessica Rizky Darda .
Date Deposited: 27 Mar 2020 12:34
Last Modified: 27 Mar 2020 12:34
URI: http://repository.unj.ac.id/id/eprint/4186

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