CD Skripsi

Analisis Penerapan Strategi Pemasaran Berdasarkan Persepsi Konsumen Dicoffee Shop Jalan Arifin Ahmad, Kota Pekanbaru

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ABSTRACT
This research was conducted with the aim of knowing and analyzing the mapping
of consumer perceptions of three coffee shops located on Jalan Arifin Ahmad,
Pekanbaru City based on five attributes, namely product, service quality, price,
atmosphere and extra features/advantages. The population in this research is all
consumers at Aksen Coffee, Basua Coffee & Space and NOA Coffee. The
sampling technique in this research used a nonprobability sampling technique
with a purposive sampling method with a sample size of 97 respondents. The data
analysis method used is multidimensional scaling analysis with the SPSS test tool.
The research results show that consumers have their own perceptions of each
coffee shop based on product attributes, service quality, price, atmosphere and
extra features/advantages. In the preference analysis, you can see the ranking
results of the most preferred coffee shops to the coffee shops that are least liked
by consumers. Based on the results of consumer preferences, it can be seen that
the ranking order of consumer preferences for coffee shops located on Jalan
Arifin Ahmad, Pekanbaru City are Aksen Coffee, Basua Coffee & Space and NOA
Social Space & Coffee.
Keywords :Perception Mapping, Consumer Preferences, Coffee Shop

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902155363

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902155363

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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