ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN MAHASISWA DALAM MEMILIH KEDAI KOPI (Studi pada Kedai Kopi Hot Spot di Jalan Tlogomas Malang)
| Main Author: | Alfiansyah, Ananda |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2012
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/19483/ |
Daftar Isi:
- The purpose of this study is to determine the factors that students consider in choosing a coffee shop (Study on the Hot Spot Cafe in Tlogomas Street Malang) and to determine the dominant factors that students consider in choosing a coffee shop (Study on The Hot Spot Cafe in Tlogomas Street Malang). Analysis tools that used in this study is factor analysis. Based on the results of factor analysis, can be seen that there are five factors that students consider in choosing a coffee shop (Study on the Hot Spot Cafe in Tlogomas Street Malang). The first factor is services, with components: Attention, friendly service, hygiene of the cafe room and speed in completing a customer order. The second factor is convenience of the coffee shop, with components: The table in good condition and comfortable which is served, seat in good condition and comfortable, layout coffee room. The third factor is location and place, with components: the extent of a coffee shop, large and safety of parking place and close to home. The fourth factor is the quality of the product, with components: The number of variance product that provided and quality of coffee taste. The fifth factor is layout of cafe, with the components: the distance between the seat for consumer privacy. The dominant factor that students considered in choosing a coffee shop (Study on The Hot Spot Cafe in Tlogomas Street Malang) is the service factors, with components: Attention, friendly service, hygiene of the cafe room and speed in completing a customer order. Suggestions that may be filed in this research is the managers of the cafe should prefer the service as their competitive strength. Is to give attention to each customer. Because attention has an important role in attracting and retaining customers. Managers should pay attention to the design room of coffee shop with arrange the room so as not to seem narrow, in order for consumers to feel comfortable while doing the activity in the coffee shop.