Analysis of Milennial Consumer Behavior in Choosing a Coffee Shop Tuti Anggraeni*1, Ratih Hurriyati*2, Disman*3, Bambang Widjananta*4, Puspo Dewi Dirgantar*5
1,2,3,4,Universitas Pendidikan Indonesia, Bandung
1Universitas Winaya Mukti, Bandung
Abstract
ABSTRACT
The coffee shop business is a promising business, in the midst of intense competition, coffee shop entrepreneurs are required to be able to manage the products sold and their services, besides that entrepreneurs must be able to understand and understand the tastes of consumers. This study aims to examine the behavior of coffee shop consumers seen from aspects of coffee drinking patterns, consumer satisfaction and loyalty preferences. The research was conducted in 2 coffee shops, namely Kawan Coffee Shop, which is located on Jl. Imam Bonjol No.48, Lebakgede, Coblong District, Bandung City, West Java 40132 and Sejiwa Coffee Shop which is located on Jl. Progo No.15, Citarum, Kec. Bandung Wetan, Bandung City, West Java 40115. This research uses a quantitative research design conducted by survey methods on 145 Millennial consumers at Kawan Coffee Shop and 127 Millennial consumers at Sejiwa Coffee shop which were obtained through systematic sampling techniques through the calculation of the Cochran formula. The data were analyzed using a frequency distribution table. The results show that the behavior of millennial coffee buying patterns at Kawan Coffee Shop is based on location, while at Sejiwa Coffee shop is based on a comfortable atmosphere, while the benefits that customers are looking for when visiting a coffee shop for Kawan Coffee Shop is a good taste. for at Sejiwa Coffee shop is because you enjoy the atmosphere it has to offer. As for the purchase pattern for other distributions, the two Coffee Shops have the same highest value. It can be concluded that for the buying pattern, the role of location and market segmentation is important for the two Coffee Shops. Meanwhile, in terms of consumer preferences, the most preferred types of drinks are Espresso based and Manual Brew. Then regarding satisfaction and loyalty, most consumers are satisfied after visiting a coffee shop and are interested in making repeat visits.
