Year: 2025 | Month: November | Volume: 12 | Issue: 11 | Pages: 310-318
DOI: https://doi.org/10.52403/ijrr.20251134
Analysis of Consumer Preferences and Influence on Coffee Shop Consumer Loyalty in Mataram City
Ayu Kusuma Dewi1, Erlyna Wida Riptanti2, Fanny Widadie3
1Student of the Master of Agribusiness, Faculty of Agriculture, University Sebelas Maret, Surakarta, Indonesia,
2Agribusiness Study Program, Faculty of Agriculture, University Sebelas Maret, Surakarta, Indonesia
Corresponding Author: Ayu Kusuma Dewi
ABSTRACT
This study examines consumer preferences in purchasing coffee at coffee shops in Mataram City. The research method employed is a descriptive quantitative approach with data collection conducted through interviews, questionnaires, and observations of 90 coffee shop customers in three districts of Mataram City. Conjoint analysis is used to identify consumer preference attributes. The results of the study, seen from the utility estimate, show that the combination of consumers preferred is friendly service (0.471), strategic coffee shop location (0.168), less sugar sweetness level (0.420), type of espresso coffee drink (0.159), Arabica coffee bean variety (0.094), and price above Rp 25,000 per cup (0.113) has the most significant influence in shaping consumer preferences. Service quality is the main factor that determines consumer satisfaction and loyalty. Strategic locations are preferred by consumers because the majority of respondents in this study are private employees and students. The results of Importance values show the dominant attributes that influence consumer purchases. Service attributes are the attributes that obtained the highest importance values (31.117%), followed by location attributes (16.792%), price (16.117%), coffee bean varieties (14.039%), types of coffee drinks (13.168%), and sweetness levels (8.767%). The findings of this study will be useful for coffee shops in Mataram City as a consideration in developing marketing strategies based on consumer preferences regarding various coffee shop attributes.
Keywords: Analysis on joint, coffee espresso, service friendly, location strategies, consumer loyalty
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