SIKAP, POLA KONSUMSI, DAN KEPUASAN KONSUMEN KOPI KETJE DI KOTA BANDAR LAMPUNG

Abstract

This study aims to analyze attitudes, consumption patterns, and consumer satisfaction of Kopi Ketje in Bandar Lampung City. This study uses a survey method which was carried out at 16 branches of Kopi Ketje in Bandar Lampung City in January 2022 with 50 respondents. The analytical tools used are Fishbein multi-attribute, qualitative descriptive analysis, and the Customer Satisfaction Index (CSI). The consumers who made the most purchased were women aged 17-25 years as many as 34 consumers. The number of family members of Kopi Ketje consumers are mostly 4 people and the majority(82%) of Kopi Ketje consumers is students. Most of the consumer respondents (46%) earn an income of IDR 500.001.00 - IDR 1.000.000,00 per month. The results of the study show that the total attitude value of consumers is 90.18 with a fairly good category. Kopi Ketje consumers usually buy and consume Kopi Ketje drinks as much as 250-549 ml per transaction (66%) with most of the frequency of purchasing Kopi Ketje as much as 1-3 times per month (88%). The variation of Kopi Ketje that is much preferred by consumers is the ndeso coffee variation (42%) with most of the reasons for enjoying the taste (46%), however, most of the other coffee drink brands that are often purchased by consumers are Kopi Janji Jiwa (58%) because of the taste. Halal assurance is considered very important by consumers (86%). The CSI value was obtained at 82.29 percent (very satisfied).

Keywords: attitude, coffee, consumption pattern, satisfaction.