Consumer Behavior Analysis at The de' Akur Rantauprapat Coffee Store
DOI:
https://doi.org/10.35877/454RI.qems1048Keywords:
marketing mix, hedonism, consumer behaviorAbstract
Hanging out in a coffee shop for some consumers has become a necessity that is difficult to avoid. Hanging out is an interesting part of consumer behavior to study through marketing mix and hedonism. So the purpose of this research is to reveal the factors that influence consumer behavior and to find out which variables have the most dominant influence on consumer behavior. Quantitative descriptive research approach, the sample is determined based on the number of indicators as much as 1 5 x 10 = 1 5 0 samples and the author sets it to be 200 samples. The sampling technique used is simple random sampling. The data analysis technique used in this research is Smart PLS v 3.0 to predict the relationship between one construct and another. Based on the respondent's profile by gender, it is dominated by men, with the age above 31 years and the highest education being high school or equivalent, bachelor's and master's degree. The results of hypothesis testing, it shows that there is theoretical and scientific support that the marketing mix and hedonism variables and their indicators are very significant in influencing consumer behavior. The hedonism variable is the most dominant variable in influencing consumer behavior
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Azarin, A. (2021). Starting a Coffee Shop Business in the New Normal Covid-19 Era: An Anthropological Study of Student Entrepreneurship in the City of Padang. Endogamy: Scientific Journal of Anthropological Studies , 5 (1), 77–86.
Dewi, E., Tarigan, S., Wijaya, M., & Marbun, P. (2020). The Influence Of Lifestyle, Physical Environment, And Menu Variety On Customer Loyalty Through Customer Satisfaction In The Coffee Shop. International Journal Of Research And Review (Ijrrjournal.Com) , 7 (March), 3.
Eddy Soegiarto K and Mardiana, M. (2016). Consumer Behavior in Shopping for Women's Clothing at the Samarinda Morning Market. Economics , 5 (3), 298–312.
Gilaninia, S., Taleghani, M., & Azizi, N. (2013). Marketing Mix And Consumer Behavior. Kuwait Chapter Of Arabian Journal Of Business And Management Review, 2(12), 53–58. Https://Doi.Org/10.12816/0001270
Grigoreva, E. A., Garifova, L. F., & Polovkina, E. A. (2021). Consumer Behavior In The Information Economy: Generation Z. International Journal Of Financial Research, 12(2), 164. Https://Doi.Org/10.5430/Ijfr.V12n2p164
Gustiar, R. (2022). Badan Pusat Statistik Kabupaten Labuhanbatu. Https://Labuhanbatukab.Bps.Go.Id/
Igiasi, TS (2017). Coffee Shops as Public Spaces: A Study on the Lifestyle of the Tanjungpinang City Community. Journal of the Maritime Society , 1 (1), 18–20.
Khafidin. (2020). The Concept of Consumer Behavior and Its Implications for Purchasing Decisions. Journal of Derivatives , 10 (1), 1–15. Http://Eprints.Umsida.Ac.Id/6801/
Limón-Rivera, R., Mejía-Ochoa, FJ, Peláez-Muñoz, EC, Vargas-Rivera, Y., Hernández-Velásquez, S., Fierro-Domínguez, E., Castro-Medina, L., & González- Pérez, M. (2017). Analysis Of The Relationship Between Lifestyle And Coffee Consumption Habits, From The Myth Approach, In The Municipalities Of Orizaba, Tehuipango, And Zongolica Veracruz. International Journal Of Advanced Engineering, Management And Science , 3 (12), 1111–1121. https://Doi.Org/10.24001/Ijaems.3.12.4
Mellita, D., & Elpanso, E. (2020). Model Lewin Dalam Manajemen Perabuhan Teori Klasik Menghadapi Disrupsi Dalam Lingkungan Bisnis. Mbia , 19 (2), 142–152. https://Doi.Org/10.33557/Mbia.V19i2.989
Minarti, MS (2020). The Influence of Lifestyle, Promotion and Service Quality on Purchase Decisions at Shopee Online Stores. The Scientific Journal of Cohesion , Vol. 4 (3), 210–217. Http://Repository.Upbatam.Ac.Id/217/1/Cover SD Chapter III.Pdf
Nasution, AP, & Ramadhan, DA (2020). Railway Land Transportation Business Strategy In Indonesia . 4 (6), 160–166.
Peighambari, K., Sattari, S., Kordestani, A., & Oghazi, P. (2016). Consumer Behavior Research: A Synthesis Of The Recent Literature. SAGEOpen , 6 (2). Https://Doi.Org/10.1177/2158244016645638
Prabhu, JJ (2020). A Study And Analysis Of Consumer Behavior And Factor Influencing In Marketing. International Research Journal Of Modernization In Engineering , 2 (04/April), 68–76. Https://Www.Researchgate.Net/Publication/340476497
Pratiwi, GI (2015). CONSUMPTION BEHAVIOR AND LIFESTYLE SHAPE (Phenomenological Study of Members of the Bike Community of Kawasaki Riders Club (BKRC). Sociology Student Journal , 1 (5), 21.
Purbohastuti, AW (2021). Marketing Mix Effectiveness on Indomaret Consumer Supply Needs. Journal of Management Science , 7 (1), 1–17. Httpse-Jurnal.Lppmunsera.Orgindex.Phpsmarticledownload27071734
Hose, CA. (2016). MARKETING MIX ( MARKETING MIX) EFFECT ON CONSUMER LOYALTY AT FRESH MART BAHU MALL MANADO By: Christian AD Selang. EMBA Journal , 1 (3), 71–80.
Silmie, DM, & Sciences, C. (2021). Analysis Of Lifestyle, Advertising Effectiveness, And Instant Coffee Consumption Among Peri-Urban Farmers . 06 (02), 167–182.
Susanti, HD, Arfamaini, R., Sylvia, M., Vianne, A., D, YH, D, HL, Muslimah, M. Muslimah, Saletti-Cuesta, L., Abraham, C., Sheeran, P., Adiyoso, W., Wilopo, W., Brossard, D., Wood, W., Cialdini, R., Groves, RM, Chan, DKC, Zhang, C. Q., Josefsson, KW,… Aryanta, IR (2017) ). No In the elderly at home with a focus on subjective health Covariance Structure Analysis on Health Indicators Title. Jurnal Keperawatan. Universitas Muhammadya Malang , 4 (1), 724–732. Https: //Pesquisa.Bvsalud.Org/Portal/Resource/En/Mdl-20203177951% 0A http: // Dx.Doi.Org / 10.1038 / S41562-020-0887-9% 0A http://Dx.Doi.Org/10.1038/S41562-020-0884-Z%0A https://Doi.Org/10.1080/13669877.2020.1758193% 0A http://Sersc.Org/Journals/Index.Php/IJAST/Article
Thabit, T. H., & Raewf, M. (2018). The Evaluation Of Marketing Mix Elements: A Case Study. International Journal Of Social Sciences & Educational Studies, 4(4). Https://Doi.Org/10.23918/Ijsses.V4i4p100
Utama, A. P., Sumarwan, U., Suroso, A., & Najib, M. (2021). Influences Of Product Attributes And Lifestyles On Consumer Behavior: A Case Study Of Coffee Consumption In Indonesia. The Journal Of Asian Finance, Economics And Business, 8(5), 939–950. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No5.0939
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect Of Marketing Mix On Purchase Decisions. Jurnal Manajemen Bisnis, 11(2). Https://Doi.Org/10.18196/Mb.11295
Yugantara, P., Dwi Susilo, RK, & Sulismadi, S. (2021). Coffee Lifestyle as Consumption Behavior. Al-Mada: Journal of Religion, Social, And Culture , 4 (1), 126–137. Https://Doi.Org/10.31538/Almada.V4i1.1096
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Published
2022-07-25
How to Cite
Hasibuan, W. J., Pristiyono, P., & Zebua, Y. (2022). Consumer Behavior Analysis at The de’ Akur Rantauprapat Coffee Store. Quantitative Economics and Management Studies, 3(5), 698–705. https://doi.org/10.35877/454RI.qems1048
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