The effect of taste and product quality toward purchase decision at Kome coffee

Lawrence, Daniella Aurelia (2022) The effect of taste and product quality toward purchase decision at Kome coffee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of taste and product quality toward purchase decision at Kome Coffee. The coffee served at Kome Coffee is coffee with premium ingredients, but some customer comments show the cafe's poor performance. The taste that comes from the coffee does not match the customer's taste where the coffee powder that is poured is too thick so the coffee is felt to be more bitter for the consumers.Customers will make a purchase decision if the taste served is as desired and uses good quality products. Customers will not make a purchase decision if the taste and quality of the product are not satisfactory. Descriptive and causal studies were used to analyze a sample of 100 consumers. Population size is infinite due to the nature of business. Respondents are consumers of Kome Coffee taken using non- probability sampling criteria using incidental sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results showed that partially or simultaneously, taste and product quality had a significant influence toward purchase decision at Kome Coffee. It can be suggested that Kome Coffee can improve their purchase decision by providing adequate taste for consumers accompanied by good product so that consumers will feel satisfied to purchase./ Tujuan penelitian ini adalah untuk menguji pengaruh rasa dan kualitas produk terhadap keputusan pembelian di kopi Kome. Kopi yang disajikan di Kome adalah kopi dengan bahan premium, namun ada beberapa komentar pelanggan yang menunjukkan kinerja kafe yang buruk. Rasa yang berasal dari kopi tidak sesuai dengan selera pelanggan dimana bubuk kopi yang dituang terlalu kental sehingga kopi terasa lebih pahit dan untuk konsumen. Pelanggan akan melakukan keputusan membeli jika rasa yang disajikan sesuai dengan yang diinginkan dan menggunakan produk berkualitas bagus. Pelanggan tidak akan melakukan keputusan membeli jika rasa dan kualitas produk tidak memuaskan. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 100 konsumen. Ukuran populasi tidak terbatas karena bersifat bisnis. Responden adalah konsumen Kome yang diambil dengan menggunakan kriteria sampel non probabilitas dengan menggunakan sampel insidental. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, rasa dan kualitas produk memiliki pengaruh yang signifikan terhadap keputusan pembelian di Kome. Dapat disarankan agar Kome dapat meningkatkan keputusan pembelian dengan menghidangkan rasa yang memadai untuk para konsumen disertai dengan kualitas produk yang baik dan bagus sehingga dengan demikian konsumen akan merasa puas pada saat memutuskan untuk membeli.

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