Comparative analysis of coffee preference in Jatinangor

Abstract

The growth of coffee shops in Jatinangor continues to increase along with the higher public interest to consume coffee. The competition between coffee shops has become tighter. The coffee shops use various marketing mix strategies to increase customer satisfaction. This study aims to analyzing and comparing the consumers behavior and the level of consumer satisfaction to the marketing mix strategy of two coffee shop. The study is designed quantitatively by comparing two coffee shops i.e. long-running and newer coffee shops. The location of the study is determined purposively, namely Belike Coffee and Balad Coffee Works with samples size of 50 people at Belike Coffee and 60 people at Balad Coffee Works. Data were analyzed using crosstabulation analysis and scoring techniques. The results showed that the segmentation of Belike Coffee consumer is mostly college students who visited to enjoy the delicious taste of coffee while watching live shows together, meeting or doing assignments. While the consumers behavior of Balad Coffee Works is mostly college students who want to enjoy the delicious taste of coffee and a comfortable coffee drinking atmosphere. The level of customer satisfaction of Belike Coffee is better than Balad Coffee Works in aspect of affordability of prices, while Balad Coffee Works is better at Belike Coffee in the aspect of products and services. Meanwhile, from the aspects of location strategic, promotion, process, and physical evidence, both have the same level of customer satisfaction in the range of good to very good.

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