?url_ver=Z39.88-2004&rft_id=1814231013&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+SIKAP+KONSUMEN+DAN+KINERJA+BAURAN+PEMASARAN+DI%0D%0AKANARA+COFFEE&rft.creator=Ivan+Garry+Siagian+%2C+1814231013&rft.subject=000+Ilmu+komputer%2C+informasi+dan+pekerjaan+umum&rft.subject=001+Ilmu+pengetahuan&rft.description=ABSTRACT%0D%0AANALYSIS+OF+CONSUMER+ATTITUDE+AND+PERFORMANCE+OF%0D%0AMARKETING+MIX+IN+KANARA+COFFEE%0D%0A%0D%0A%0D%0AKanara+Coffee+is+a+food+and+coffee+shop+located+in+Bandar+Lampung.+The+coffee%0D%0Aproduct+flavors+available+at+this+shop+are+Kokonatsu+(coconut-flavored+coffee)%2C+Kyara%0D%0A(caramel-flavored+coffee)+and+Karen+(palm+sugar-flavored+coffee).+The+emergence+of%0D%0Anew+competitors+may+cause+ups+and+downs+in+sales+at+Kanara+Coffee+itself.+Therefore%2C%0D%0Aconsumers+become+selective+because+they+have+many+choices+to+buy+coffee.+This%0D%0Astudy+aims+to+determine+consumer+attitudes+and+the+most+important+attributes+and+the%0D%0Aperformance+of+the+marketing+mix+attributes+in+Kanara+Coffee+so+that+they+can+be%0D%0Adeveloped.+This+research+was+conducted+using+the+fishbein+method+to+assess%0D%0Aconsumer+attitudes+towards+attributes+and+the+Importance+Performance+Analysis%0D%0A(IPA)+method+to+determine+the+most+important+attributes+and+the+performance+of+these%0D%0Aattributes.+The+attributes+used+are+taste%2C+aroma%2C+product+variants%2C+packaging+style+%26%0D%0Adesign%2C+price%2C+accessibility+of+the+place%2C+parking+area%2C+aesthetics+%26+cleanliness+of+the%0D%0Aplace%2C+discounted+prices+on+certain+events%2C+selection+of+advertising+media%2C+arrival+of%0D%0Aimportant+figures%2C+hospitality+in+service%2C+speed+of+presentation+and+Wi-Fi+availability.%0D%0AThe+taste+attribute+has+the+highest+attitude+score+of+22.80+by+consumers+and+the+arrival%0D%0Aof+important+figures+has+the+lowest+attitude+score+of+8.23+by+consumers.+The+attributes%0D%0Aof+prices+and+discounts+are+included+in+the+main+priority+quadrant+because+according%0D%0Ato+consumer+assessments+these+attributes+are+considered+important+in+the+decision+to%0D%0Apurchase+coffee+products+and+return+to+Kanara+Coffee+but+their+performance+has+not%0D%0Amet+consumer+expectations%2C+so+it+needs+to+be+developed+in+order+to+increase+sales.%0D%0AKeywords+%3A+Consumer+attitude%2C+fishbein%2C+importance+performance+analysis%2C+Kanara%0D%0Acoffee%0D%0A%0D%0AKanara+Coffee+merupakan+sebuah+tempat+makanan+dan+kedai+kopi+yang+berada+di%0D%0ABandar+Lampung.+Varian+rasa+produk+kopi+yang+terdapat+pada+kedai+ini+adalah%0D%0AKokonatsu+(kopi+rasa+kelapa)%2C+Kyara+(kopi+rasa+caramel)+dan+Karen+(kopi+rasa+gula%0D%0Aaren).+Munculnya+pesaing-pesaing+baru+bisa+saja+menyebabkan+naik+turunnya%0D%0Apenjualan+di+Kanara+Coffee+itu+sendiri.+Oleh+karena+itu%2C+konsumen+menjadi+selektif%0D%0Akarena+memiliki+banyak+pilihan+untuk+melakukan+pembelian+kopi.+Penelitian+ini%0D%0Abertujuan+untuk+mengetahui+sikap+konsumen+dan+atribut+terpenting+dan+kinerja+atribut%0D%0Abauran+pemasaran+di+Kanara+Coffee+agar+dapat+dikembangkan.+Penelitian+ini%0D%0Adilakukan+dengan+menggunakan+metode+fishbein+untuk+menilai+sikap+konsumen%0D%0Aterhadap+atribut+dan+metode+Importance+Performance+Analysis+(IPA)+untuk%0D%0Amengetahui+atribut+terpenting+dan+kinerja+atribut+tersebut.+Atribut+yang+digunakan%0D%0Aberupa+rasa%2C+aroma%2C+varian+produk%2C+gaya+%26+design+kemasan%2C+harga%2C+aksesibilitas%0D%0Atempat%2C+area+parkir%2C+estetika+%26+kebersihan+tempat%2C+potongan+harga+pada+event+tertentu%2C%0D%0Apemilihan+media+iklan%2C+kedatangan+tokoh+penting%2C+keramahan+dalam+pelayanan%2C%0D%0Akecepatan+penyajian+dan+ketersediaan+wifi.+Atribut+rasa+memiliki+nilai+skor+sikap%0D%0Atertinggi+yaitu+22%2C80+oleh+konsumen+dan+atribut+kedatangan+tokoh+penting+memiliki%0D%0Anilai+skor+sikap+terendah+yaitu+8%2C23+oleh+konsumen.+Atribut+harga+dan+potongan+harga%0D%0Amasuk+kedalam+kuadran+prioritas+utama+dikarenakan+menurut+penilaian+konsumen%0D%0Aatribut+tersebut+dianggap+penting+dalam+keputusan+pembelian+produk+kopi+dan%0D%0Aberkunjung+kembali+ke+Kanara+Coffee+tetapi+kinerjanya+belum+memenuhi+harapa%0D%0Akonsumen%2C+sehingga+perlu+untuk+dikembangkan+agar+dapat+meningkatkan+penjualan.%0D%0AKata+kunci+%3A+Fishbein%2C+importance+performance+analysis%2C+Kanara+coffee%2C+sikap%0D%0Akonsumen&rft.publisher=FAKULTAS+PERTANIAN++&rft.date=2022-12-01&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69887%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69887%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69887%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Ivan+Garry+Siagian+%2C+1814231013++(2022)+ANALISIS+SIKAP+KONSUMEN+DAN+KINERJA+BAURAN+PEMASARAN+DI+KANARA+COFFEE.++FAKULTAS+PERTANIAN+%2C+UNIVERSITAS+LAMPUNG.++++(Submitted)++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F69887%2F