ANALISIS PERILAKU MINUM KOPI BERDASARKAN KARAKTERISTIK KONSUMEN SELAMA PANDEMI COVID-19 DI NIHILISM COFFEE

NABILLA MAGFHIRAH, . (2022) ANALISIS PERILAKU MINUM KOPI BERDASARKAN KARAKTERISTIK KONSUMEN SELAMA PANDEMI COVID-19 DI NIHILISM COFFEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (2MB)
	Text BAB I.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB II.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (472kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (486kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (4MB) | Request a copy

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis perilaku minum kopi berdasarkan karakteristik konsumen selama pandemi covid-19 di Nihilism Coffee Kelapa Gading. Penelitian ini dilakukan di Ruko Gading Kirana Jakarta Utara pada bulan Oktober 2021 hingga Januari 2022. Penelitian ini menggunakan metode survei. Jenis penelitian ini adalah deskriptif kuantitatif. Populasi dalam penelitian ini adalah para konsumen Nihilism Coffee dengan jumlah sampel 60 responden yang ditentukan berdasakan rumus Slovin. Pada penelitian ini, Teknik Purposive Sampling digunakan untuk mendapatkan sampel dan kuesioner dalam bentuk skala Likert digunakan untuk mengumpulkan data. Teknik uji instrumen menggunakan uji validitas di mana 20 pernyataan dinyatakan terdistribusi valid dan uji reliabilitas dengan metode alpha Cronbach di mana 20 item pernyataan valid dinyatakan sangat reliabel karena nilai koefisien reliabilitas 0,945. Hasil penelitian dilakukan dengan analisis deskriptif. Hasil penelitian dengan analisis deskriptif menunjukkan bahwa terdapat perilaku minum kopi selama pandemi Covid-19 pada rentang cukup hingga kuat di konsumen Nihilism Coffee, dimana seluruh faktor yang mempengaruhi perilaku minum kopi berada pada rentang kuat, kecuali faktor sosial yang berada pada rentang cukup. Maka perlu penelitian lebih dalam mengenai karakteristik konsumen dan perilaku minum kopi, yang nantinya bisa dimanfaatkan untuk menentukan strategi pemasaran terbaik yang akan berdampak pada peningkatan penjualan. The purpose of this study was to analyze coffee consumption behavior based on consumer characteristics during the Covid-19 pandemic at Nihilism Coffee Kelapa Gading. This research was conducted at Ruko Gading Kirana, North Jakarta from October 2021 to January 2022. This study used a survey method. This type of research is descriptive quantitative. The population in this study were the consumers of Nihilism Coffee with a sample of 60 respondents who were determined based on the Slovin formula. In this study, purposive sampling technique was used to obtain samples and a questionnaire in the form of a Likert scale was used to collect data. The instrument test technique uses a validity test in which 20 statements are declared to be validly distributed and a reliability test uses the Cronbach alpha method where 20 valid statement items are declared very reliable because the reliability coefficient value is 0.945. The results of the study were carried out by descriptive analysis. The results of the research with descriptive analysis show that there is coffee consumption behavior during the Covid-19 pandemic in the moderate to strong range among Nihilism Coffee consumers, where all factors that influence coffee drinking behavior are in the strong range, except for the social factors which are in the moderate range. Therefore, more research is needed on consumer characteristics and coffee consumption behavior, which can later be used to determine the best marketing strategy that will have an impact on increasing sales.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ir. Ridawati, M.Si 2). Dr. Ir. Mahdiyah, M.Kes
Subjects:	Manajemen > Perilaku Konsumen Tata Rias > Tata Boga
Divisions:	FT > S1 Pendidikan Tata Boga
Depositing User:	Users 13245 not found.
Date Deposited:	01 Mar 2022 07:09
Last Modified:	01 Mar 2022 07:09
URI:	http://repository.unj.ac.id/id/eprint/22591

Actions (login required)

View Item