?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+SEGMENTASI+PASAR+WARUNG+KOPI+ROBUSTA%0D%0ADI+BANDAR+LAMPUNG&rft.creator=Muhammad+Ubaidillah%2C+1316051055&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+proses+dari+strategi+segmentasi+pasar%0D%0Apada+warung+kopi+Robusta+di+Bandar+Lampung%2C+dilakukan+pada+warung+kopi%0D%0Amodern+dan+warung+kopi+tradisional.+Penelitian+ini+menggunakan+metode%0D%0Adeskriptif+dengan+menggunakan+pendekatan+kuantitatif.+Bedasarkan+hasil%0D%0Apembahasan+dalam+penelitian+Analisis+Segmentasi+Pasar+Warung+Kopi+Robusta%0D%0Adi+Bandar+Lampung+adalah+terbagi+menjadi+segmentasi+demografis%2C+segmentasi%0D%0Ageografis%2C+segmentasi+psikologis+dan+segmentasi+perilaku.+Metode+analisis+yang%0D%0Adigunakan+dalam+penelitian+ini+adalah+analisis+cluster.+Analisis+cluster+pada%0D%0Apenelitian+ini+adalah+cluster+I+untuk+warung+kopi+modern+dan+cluster+II+untuk%0D%0Awarung+kopi+tradisional.+Dalam+hasil+penelitian+cluster+I+dan+cluster+II+tidak%0D%0Aberbeda+secara+signifikan+antara+pengunjung+warung+kopi+modern+dan+warung%0D%0Akopi+tradisional.+Segmentasi+psikografis+pada+cluster+I+dan+cluster+II+memiliki%0D%0Ahasil+yang+sama+yaitu+sikap+netral+responden+dalam+mengkonsumsi+kopi+dan%0D%0Aadanya+warung+atau+kedai+kopi+membuat+ingin+menikmati+kopi.+Segmentasi%0D%0Ademografis+pada+cluster+I+pengunjung+berusia+20-30+tahun%2C+rata-rata+menjadi%0D%0Apegawai+negri+dan+berpenghasilan+sebesar+Rp+2.000.000+dengan+pengunjung+ratarata+lakilaki+dan+cluster+II+pengunjung+berusia+20+tahun%2C+rata-rata+menjadi+pelajar%2C%0D%0Amahasiswa+dan+berpenghasilan+sebesar+%3CRp2.000.000+dengan+pengunjung+ratarata+lakilaki.+Segmentasi+geografis+pada+cluster+I+dan+cluster+II+adalah+keberadaan%0D%0Awarung+atau+kedai+kopi+memudahkan+mereka+dalam+mengkonsumsi+kopi.%0D%0ASegmentasi+prilaku+pada+cluster+I+dan+cluster+II+responden+sering+mengkonsumsi%0D%0Akopi+dalam+satu+bulan+untuk+menikmati+kopi+robusta+asli.+Penelitian+dari+tingkat%0D%0Akeefektifan+segmentasi+pasar+yang+dilakukan+oleh+peneliti+saat+ini+bertujuan+untuk%0D%0Amembatu+para+pelaku+usaha+warung+kopi+menciptakan+inovasi+dan+strategi%0D%0Apemasaran+dengan+tepat.%0D%0A%0D%0A%0D%0AThis+study+aims+to+determine+the+process+of+market+segmentation+strategies%0D%0ARobusta+coffee+shops+in+Bandar+Lampung%2C+carried+out+in+modern+coffee+shops+and%0D%0Atraditional+coffee+shops.+This+study+uses+descriptive+methods+using+a+quantitative%0D%0Aapproach.+Based+on+the+results+of+the+discussion+in+the+Robusta+Coffee+Shop%0D%0AMarket+Segmentation+Analysis+in+Bandar+Lampung%2C+it+is+divided+into+demographic%0D%0Asegmentation%2C+geographical+segmentation%2C+psychological+segmentation+and%0D%0Abehavioral+segmentation.+The+analytical+method+used+in+this+study+is+cluster%0D%0Aanalysis.+Cluster+analysis+in+this+study+is+cluster+I+for+modern+coffee+shops+and%0D%0Acluster+II+for+traditional+coffee+shops.+The+results+of+cluster+I+and+cluster+II%0D%0Aresearch+did+not+differ+significantly+between+visitors+to+modern+coffee+shops+and%0D%0Atraditional+coffee+shops.+Psychographic+segmentation+in+cluster+I+and+cluster+II%0D%0Ahas+the+same+results%2C+namely+the+neutral+attitude+of+the+respondents+in+consuming%0D%0Acoffee+and+the+existence+of+a+coffee+shop+or+coffee+shop+makes+want+to+enjoy%0D%0Acoffee.+Demographic+segmentation+in+cluster+I+visitors+aged+20-30+years%2C+the%0D%0Aaverage+became+a+civil+servant+and+earning+Rp+2%2C000%2C000+with+an+average+visitor%0D%0Aof+men+and+cluster+II+visitors+aged+20+years%2C+the+average+being+students%2C+students%0D%0Aand+earning+of+%3C+Rp2%2C000%2C000+with+an+average+male+visitor.+Geographical%0D%0Asegmentation+in+cluster+I+and+cluster+II+is+the+existence+of+a+coffee+shop+or+coffee%0D%0Ashop+makes+it+easy+for+them+to+consume+coffee.+Behavior+segmentation+in+cluster+I%0D%0Aand+cluster+II+respondents+often+consume+coffee+within+one+month+to+enjoy+the%0D%0Aoriginal+robusta+coffee.+Research+of+the+effectiveness+of+market+segmentation%0D%0Aconducted+by+researchers+at+this+time+aims+to+help+the+coffee+shop+entrepreneurs%0D%0Acreate+innovations+and+marketing+strategies+appropriately.%0D%0AKeywords%3A+Analysis+Of+Clusters%2C+Coffe+Shop%2C+Market+Segmentation..&rft.publisher=Fakultas+Ilmu+Sosial+dan+Ilmu+Politik&rft.date=2019-10-03&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55585%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55585%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55585%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Muhammad+Ubaidillah%2C+1316051055++(2019)+ANALISIS+SEGMENTASI+PASAR+WARUNG+KOPI+ROBUSTA+DI+BANDAR+LAMPUNG.++Fakultas+Ilmu+Sosial+dan+Ilmu+Politik%2C+Universitas+Lampung.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F55585%2F