Consumer Preferences in Coffee Purchasing (Case Study : Sanubari Coffee Shop and Waiting List in Medan Baru District)

Abstract

Coffee consumption in Indonesia has shown significant growth in line with the rise of coffee culture, particularly in urban areas such as Medan Baru District. This study aims to analyze consumer preferences in coffee purchases at two coffee shops, Sanubari and Waiting List, focusing on consumer characteristics, decision-making processes, and product attributes that influence these preferences. The research method used is a quantitative and qualitative approach, with data collection techniques involving the distribution of questionnaires to 100 respondents selected through purposive sampling. Data analysis was conducted using descriptive methods and conjoint analysis with the assistance of IBM SPSS software. The results of the study indicate that the majority of consumers are young people under the age of 30 with a secondary to higher education background, who view coffee as part of their lifestyle. The consumer decision-making process generally involves stages of information search, evaluation of alternatives, and purchase decisions influenced by taste perception, coffee shop ambiance, and social influence. Conjoint analysis revealed that the attributes most influencing consumer preferences are coffee taste, followed by price, aroma, and beverage color. These findings have important implications for coffee shop operators in developing consumer preference-based marketing strategies.