TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints69887
UR  - http://digilib.unila.ac.id/69887/
A1  - Ivan Garry Siagian , 1814231013
Y1  - 2022/12/01/
N2  - ABSTRACT
ANALYSIS OF CONSUMER ATTITUDE AND PERFORMANCE OF
MARKETING MIX IN KANARA COFFEE


Kanara Coffee is a food and coffee shop located in Bandar Lampung. The coffee
product flavors available at this shop are Kokonatsu (coconut-flavored coffee), Kyara
(caramel-flavored coffee) and Karen (palm sugar-flavored coffee). The emergence of
new competitors may cause ups and downs in sales at Kanara Coffee itself. Therefore,
consumers become selective because they have many choices to buy coffee. This
study aims to determine consumer attitudes and the most important attributes and the
performance of the marketing mix attributes in Kanara Coffee so that they can be
developed. This research was conducted using the fishbein method to assess
consumer attitudes towards attributes and the Importance Performance Analysis
(IPA) method to determine the most important attributes and the performance of these
attributes. The attributes used are taste, aroma, product variants, packaging style &
design, price, accessibility of the place, parking area, aesthetics & cleanliness of the
place, discounted prices on certain events, selection of advertising media, arrival of
important figures, hospitality in service, speed of presentation and Wi-Fi availability.
The taste attribute has the highest attitude score of 22.80 by consumers and the arrival
of important figures has the lowest attitude score of 8.23 by consumers. The attributes
of prices and discounts are included in the main priority quadrant because according
to consumer assessments these attributes are considered important in the decision to
purchase coffee products and return to Kanara Coffee but their performance has not
met consumer expectations, so it needs to be developed in order to increase sales.
Keywords : Consumer attitude, fishbein, importance performance analysis, Kanara
coffee

Kanara Coffee merupakan sebuah tempat makanan dan kedai kopi yang berada di
Bandar Lampung. Varian rasa produk kopi yang terdapat pada kedai ini adalah
Kokonatsu (kopi rasa kelapa), Kyara (kopi rasa caramel) dan Karen (kopi rasa gula
aren). Munculnya pesaing-pesaing baru bisa saja menyebabkan naik turunnya
penjualan di Kanara Coffee itu sendiri. Oleh karena itu, konsumen menjadi selektif
karena memiliki banyak pilihan untuk melakukan pembelian kopi. Penelitian ini
bertujuan untuk mengetahui sikap konsumen dan atribut terpenting dan kinerja atribut
bauran pemasaran di Kanara Coffee agar dapat dikembangkan. Penelitian ini
dilakukan dengan menggunakan metode fishbein untuk menilai sikap konsumen
terhadap atribut dan metode Importance Performance Analysis (IPA) untuk
mengetahui atribut terpenting dan kinerja atribut tersebut. Atribut yang digunakan
berupa rasa, aroma, varian produk, gaya & design kemasan, harga, aksesibilitas
tempat, area parkir, estetika & kebersihan tempat, potongan harga pada event tertentu,
pemilihan media iklan, kedatangan tokoh penting, keramahan dalam pelayanan,
kecepatan penyajian dan ketersediaan wifi. Atribut rasa memiliki nilai skor sikap
tertinggi yaitu 22,80 oleh konsumen dan atribut kedatangan tokoh penting memiliki
nilai skor sikap terendah yaitu 8,23 oleh konsumen. Atribut harga dan potongan harga
masuk kedalam kuadran prioritas utama dikarenakan menurut penilaian konsumen
atribut tersebut dianggap penting dalam keputusan pembelian produk kopi dan
berkunjung kembali ke Kanara Coffee tetapi kinerjanya belum memenuhi harapa
konsumen, sehingga perlu untuk dikembangkan agar dapat meningkatkan penjualan.
Kata kunci : Fishbein, importance performance analysis, Kanara coffee, sikap
konsumen
PB  - FAKULTAS PERTANIAN  
TI  - ANALISIS SIKAP KONSUMEN DAN KINERJA BAURAN PEMASARAN DI
KANARA COFFEE
AV  - restricted
ER  -