Analisis faktor-faktor perilaku konsumen pengunjung coffee shop di Malang: Studi kasus pengunjung coffee shop di Kecamatan Lowokwaru dan Klojen Kota Malang

INDONESIA:

Salah satu bisnis yang berkembang akir-akir ini di kota Malang adalah bisnis coffee shop. Usaha coffee shop sebenarnya sudah lama ada di kota Malang, namun sering perkembangan waktu semakin banyak orang yang melihat peluang bisnis tersebut dan mendirikan coffee shop. Analisis faktor- faktor perilaku konsumen sangat dibutuhkan bagi perusahaan agar bisa menetukan strategi yang tepat dalam pemasaran kususnya dalam bidang usaha coffee shop.

Penelitian ini dilakukan menggunakan metode kuantitatif di 5 coffee shop yang berada di dua kecamatan di kota Malang, yaitu kecamatan Klojen dan Lowok Waru, yang masuk ke dalam kategori penelitian diantaranya (Excelso, Ria Djenaka, Doble Dipps, Jungle Cave dan Kedai IT). Adapun alat analisis yang digunakan adalah uji validitas, reliabilitas, dan analisis faktor.

Hasil penelitian ini adalah, Dari rotasi dengan metode analisis faktor dari 4 variabel menjadi 2 variabel yang dijadikan faktor- faktor perilaku konsumen pengunjung cofee shop di Malang. Yaitu faktor 1 [Pribadi (Item x2.2 Teman, Item x2.3 Status Pekerjaan, Item x3.1 Jenis Pekerjaan, item x3.2 Jenis Pendapatan, Item x3.3 Ekonomi Negara, Item x3.4 Gaya Hidup, Item x3.5 Konsep Diri, Item x4.1 Nyaman Item x4.2 Aktualisasi Diri)]. Faktor 2 [ Budaya meliputi (Item x1.1 Nilai Pribadi Dan Sosial, Item x1.2 Keinginan, Item x1.3 Kebiasaan, Item x1.4 Geografis Kota Malang, Item x2.1 Keluarga, Item x2.4 Komunitas, Item x2.5 Peran dan Status, Item x4.3 Relax).

ENGLISH:

Based on studies conducted by Nielsen (2012) in nine major cities in Indonesia , the number of visitors increased coffee shop nearly tripled in the last three years. In Malang coffee shop business more and more, according to a study Reza Dwiyan Nurazizi (2013) there is a coffee drinking culture in Malang City. Analysis of consumer behavior factors is necessary for the company to be able to determine appropriate marketing strategy.

The purpose of this study is (a) Identifying consumer characteristics coffee shop visitors in Malang (b) To determine the factors that consumers consider visitors coffee shop in Malang .

This study was conducted in 5 coffee shop located in two districts in the city of Malang, namely districts Klojen and Lowok Waru, who goes into the category of such research (Excelso, Ria Djenaka, Doble Dipps, Jungle Cave and IT shops). The analysis tools used are validity, reliability, and factor analysis.

In this study the variables used are the cultural, social, personal and psychological. The results of this study are, by the method of rotation of factor analysis 4 variables into two variables were used as factors of consumer behavior of visitors cofee shop in Malang. That factor 1 [ Personal (Item x2.2 Friends, Item x2.3 Job status, Item x3.1 Type of job, items x3.2 Types of Income, Item x3.3 State Economic, x3.4 Item Lifestyle, Item x3.5 Self- Concept, Item x4.1 Convenient, Item x4.2 Self Actualization)] . Factor 2 [Culture covers (Item X1.1 Personal and Social Values, Item X1.2 Desire, Item x1.3 Habit, Item x1.4 Geographic Malang, Item x2.1 Family, Item x2.4 Community, Item x2.5 Role and Status, Item x4.3 Relax )]