Analisis Perilaku Konsumen Dalam Pengambilan Keputusan Konsumsi Kopi Robusta (Studi Kasus di Café Mozila Jember)
DOI:
https://doi.org/10.56444/soshumdik.v2i3.1028Keywords:
Konsumen, Perilaku, Konsumsi, Pengambilan Keputusan, Kopi RobustaAbstract
Penelitian ini bertujuan untuk mengetahui perilaku konsumen dalam pengambilan keputusan untuk mengkonsumsi Kopi Robusta. Lokasi penelitian dan responden ditentukan secara purposive. Ada 45 responden yang dipilih secara acak di Café Mozila Jember. Penelitian dilakukan pada bulan Januari hingga Maret 2023. Data yang digunakan adalah informasi primer dan sekunder. Penelitian ini menggunakan metode Chi Square untuk menganalisis data. Hasil penelitian menunjukkan bahwa kualitas rasa, harga, kualitas produk, dan status pekerjaan berpengaruh signifikan terhadap keputusan konsumsi kopi robusta.
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