Faktor-faktor yang memengaruhi keputusan konsumen generasi z dalam membeli produk dengan ukuran yang paling besar di Starbucks Coffee, Harapan Indah, Bekasi

Chriselina, Cherish (2021) Faktor-faktor yang memengaruhi keputusan konsumen generasi z dalam membeli produk dengan ukuran yang paling besar di Starbucks Coffee, Harapan Indah, Bekasi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan konsumsi kopi di Indonesia pada tahun 2016-2022 adalah sebesar rata-rata 8,22% per tahun dan Chairman Specialty Coffee Association of Indonesia (SCAI), Syafrudin mengatakan hingga akhir 2019 pertumbuhan kedai kopi diprediksi mencapai 15%—20% dibandingkan 2018 yang hanya mencapai 8%—10%. Maka peneliti memutuskan untuk meneliti faktor-faktor yang memengaruhi keputusan pembelian generasi z di Starbucks Coffee, Harapan Indah, Bekasi. Penelitian ini merupakan penelitian eksplanatori menurut jenisnya, pengujian hipotesis yang digunakan adalah hipotesis kausal, dimensi waktu cross-sectional. Populasi dalam penelitian ini adalah orang-orang yang pernah mengonsumsi Starbucks Coffee, Harapan Indah dan tinggal di daerah Harapan Indah dan perumahan sekitarnya. Sedangkan generasi z yang pernah mengonsumsi Starbucks Coffee, Harapan Indah dan tinggal di daerah Harapan Indah dan perumahan sekitarnya merupakan sampel dalam penelitian ini. Sampel dalam penelitian ini didapatkan dengan menggunakan convenience sampling. / The growth of coffee consumption in Indonesia in 2016-2022 is an average of 8.22% per year and Chairman of the Specialty Coffee Association of Indonesia (SCAI), Syafrudin said that until the end of 2019 the growth of coffee shops is predicted to reach 15% -20% compared to 2018 which only reached 8% -10%. So the researchers decided to examine the factors that influence generation z purchasing decisions at Starbucks Coffee, Harapan Indah, Bekasi. This research is an explanatory research according to its type, the hypothesis testing used is the causal hypothesis, cross-sectional time dimension. The population in this study are people who have consumed Starbucks Coffee, Harapan Indah and live in the Harapan Indah area and the surrounding housing areas. Meanwhile, generation z who have consumed Starbucks Coffee, Harapan Indah and live in the Harapan Indah area and surrounding housing is the sample in this study. The sample in this study was obtained using convenience sampling.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Chriselina, CherishNIM01541170030cchriselina@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorYulius, KevinNIDN0311089301kevin.yulius@uph.edu
Uncontrolled Keywords: attitude ; satisfaction ; behavioural intention ; health consciousness ; price fairness
Subjects: T Technology > TX Home economics > TX 901-953 Hospitality Industry
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Depositing User: Users 11339 not found.
Date Deposited: 24 Feb 2021 13:51
Last Modified: 24 Feb 2021 13:51
URI: http://repository.uph.edu/id/eprint/23052

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