Email this article 
The Positioning of Coffee Shops Based on Consumer Perceptions: Study of Coffee Shops in Brebes Regency
Abstract
The coffee shops are starting to bloom in Indonesia and are attracting more and more coffee lovers. Coffee shop growth rates also occur in Brebes Regency. Many new coffee shop brands offer new facilities and concepts to the community, especially the Brebes Regency area, so that every coffee shop entrepreneur must know the positioning in order to survive in the competition. The purpose of this study was to determine the mapping of consumer perceptions of the 3 coffee shops included in the research object in Brebes Regency, namely Kelirumology Coffee, Rajaswa Coffee and Warkop 12 based on the attributes of service quality, brand, location, facilities, price, menu diversity, and atmosphere so that useful to know the positioning of the coffee shop. Positioning is determined by reading the perceptual maps generated based on multidimensional scaling (MDS) analysis. The research data were obtained from questionnaires, library research, and direct observation according to the research objectives. The analysis technique uses multidimensional scaling with a sample of 86 respondents from consumers who have visited the 3 coffee shops. The results showed that consumers have their own perception of each brand based on the attributes of service quality, brand, location, facilities, price, menu variety and atmosphere. On the perception map, the coffee shop brand Kelirumologi Kopi leads because it is in quadrant I with positive coordinates in each dimension. Coffee shop brand Warkop 12 is in quadrant III. The Rajaswa Coffee brand is in quadrant IV. The results of the Kelirumologi Coffee coffee shop mapping lead with superior menu diversity, prices and facilities. But Kelirumologi Kopi has a weakness in brand attributes. Rajaswa Coffee coffee shop ranks second with excellence in brand and location attributes. But Rajaswa Coffee has weaknesses in the attributes of service quality and menu variety. Coffee shop Warkop 12 last place with excellence in service quality and atmosphere. And Warkop 12 has weaknesses in the attributes of location and price.
Keywords
References
Akbar Riansyah. (2019). Analisis Positioning Cafe “ The Kopi Lowo” Kecamatan Sumbersari Jember. Skripsi.
Aldella Anka Putri. (2022). Pengaruh Kualitas Produk, Fasilitas, Dan Harga Terhadap Kepuasan Pelanggan Pada Adiksi Coffee. Fakultas Keguruan Dan Ilmu Pendidikan Universitas Lampung Bandar Lampung.
Ali Anhar, R., Haryati, I., Manajemen, P., Tinggi Ilmu Ekonomi Bima, S., & Kunci, K. (2020). Analisis Persepsi Konsumen Pada Pemasaran Di Media Online Consumer Perception Analysis Of Marketing On Media Online. Dimensi, 9(3), 412–421.
Alpine Mandala Putra. (2022). Pengaruh Harga,Lokasi,An Gaya Hidup Terhadap Minat Beli Pada Kedai Kopi Nusantara Samarinda Skripsi. Skripsi.
Asaretkha Adjane Annisawati Dan Aulia Qurata Ayuninda. (2019). Pengaruh Sikap Dan Persepsi Konsumen Terhadap Minat Menggunakan Aplikasi Kai Access Di Pt Kereta Api Indonesia Denggan Menggunakan Pendekatan Technology Accpetence Model (Tam). Jurnal Bisnis Dan Pemasaran, 9.
Ayu Wulandari. (2020). Skripsi Pengaruh Lokasi Dan Harga Terhadap Minat Beli Konsumen Di Coffee Shop Warpindo.
Bulan, T. P. L., Chandra, R., & Amilia, S. (2020). Persepsi Konsumen, Kualitas Layanan Dan Minat Beli Pada Ritel Tradisional Dan Modern. Jurnal Manajemen Motivasi, 16(1), 29. Https://Doi.Org/10.29406/Jmm.V16i1.1568
Catherine Afryani. (2022). Pengaruh Cita Rasa Kopi, Keberagaman Produk Terhadap Kepuasan Pelanggan Kopiteori Di Makassar. Skripsi.
Chairina Yahya, A. (2021). Persepsi Konsumen Terhadap Keberadaan Coffee Shop Dan Barista Pada Era Pemasaran Kopi Ke Tiga (Vol. 4, Issue 1).
Darmansyah, D., Agustia, D., Nugroho, Y., Khori, ), Maifianti, S., & Raidayani, ). (2020). Perubahan Atribut Konsumen Dalam Memilih Coffee Shop Provinsi Aceh Pada Masa Pandemi. Universitas Teuku Umar, 6(1), 37–43. Https://S.Id/Oznos
Esa Dava Perwira Herlambang. (2022). Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian ( Studi Pada Surya Coffee Di Kota Purwodadi). Skripsi.
Faiz Mujahidin, A., & Verlandes, Y. (2022). Pengaruh Menu Diversity, Cafe Atmosphere, Dan Worth Of Mouth Terhadap Purchasing Decision Di Cafe Sabin Trawas Mojokerto. Journal, 1(3), 141–148.
Fakhri Anggara. (2019). Analysis Of Brand Positioning Strategy Based On Preference, Perception, And Consumer Satisfaction Of Pertamina Lubricants Products Fakhri Anggara.
Fauzan Hanif. (2020). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Kedai Kopi Pulang Kota Palembang. Skripsi.
Fita Agustin, N., & Fatimah, F. (2019). Analisis Positioning Smartphone Berdasarkan Persepsi Konsumen. Www.Topbrand-Award.Com
Flaurence Tarehy, J., Nuswantara, B., Pertanian, F., Bisnis, D., Kristen, U., & Wacana -Salatiga, S. (2019). Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Kopi Di Kalimera Coffee Bar Salatiga Analysis Of Consumer Behavior Towards Coffee Purchasing Decisions In Kalimera Coffee Bar Salatiga. Jurnal Ilmiah Mahasiswa Agroinfo Galuh, 8.
Gesta Nabilla, A., Tuasela, A., & Tinggiilmu Ekonomi Jambatan Bulan, S. (2021). Strategi Pemasaran Dalam Upaya Meningkatkan Pendapatan Pada Diva Karaoke Rumah Bernyanyi Di Kota Timika. Jurnal Kritis, 5.
Handayani, T., Sidiq, F., Nur, S., Manajemen, P. S., Tinggi, S., Ekonomi, I., & Pemalang, A. (2021). Upaya Pengembangan Umkm Melalui Pengelolaan Manajemen Pada Umkm Konveksi Mutiara The Strategy Development Of Smes Through The Management Of Mutiara Convection. Jamu: Jurnal Abdi Masyarakat Umus, 1(02), 44–51.
Hasdar. (2019). Skripsi Pemetaan Persepsi Relatif Konsumen Handphone Merek Nokia, Samsung, Blackberry Dan I Phone Di Makassar.
Heriyadi. (2019). Strategi Positioning Dalam Persaingan Bisnis (Points Of Difference Dan Points Of Parity). In Ajie-Asian Journal Of Innovation And Entrepreneurship Https://Www.Gooto.Com/Read/1051222/Gai
Ika Purnama, N., Hanum Harahap, S., & Syahputri Siregar, D. (2022). Pengaruh Harga, Kualitas Produk Dan Suasana Toko Terhadap Loyalitas Konsumen Ompu Gende Coffee.
Ikrar Cholik, F., Sari, B., & Ekonomi Dan Bisnis, F. (2020). Pengaruh Harga, Keragaman Menu Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Kusuma Catering Di Bekasi.
Jenesya Afgiani Reza. (2021). Abstract Analysis Of Attributes Of Interest And Service Performance Dijou Coffeebar And Café Kiyo Bandar Lampung. Skripsi.
Khadijah, S. N., & Dianasari, I. A. (2019). Pengaruh Kualitas Pelayanan Dan Persepsi Konsumen Terhadap Kepuasan Konsumen Dalam Menggunakan Jasa Di Rsud Ibnu Sina Kabupaten Gresik. 07(02).
Kuswandari, R., Arofah, I., & Heri Setiawan, T. (2021). Analisis Positioning Merek Lipstik Berdasarkan Persepsi Konsumen Dengan Menggunakan Metode Multidimensional Scaling. Jurnal Health Sains, 2(5), 890–901. Https://Doi.Org/10.46799/Jsa.V2i5.236
Muhammad Iqbal Juniartha. (2020). Analisis Positioning Top 5 Brand Smartphone Dengan Metode Multidimensional Scaling Berdasarkan Persepsi Konsumen (Studi Pada Konsumen Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta) Publikasi Ilmiah Oleh: Muhammad Iqbal Juniartha.
Mulyana, A., Program, F. A., Bisnis, M., Manajemen, S., Bisnis, F., & Ekonomi, D. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Pelanggan Shao Kao Kertajaya Melalui Kepuasan Pelanggan (Vol. 7, Issue 2).
Murti, I. M. S. Dan K. G. K. (2019). Analisis Positioning Dari Persepsi Konsumen Transportasi Online (Grab). Jurnal Kajian Ekonomi Dan Bisnis, 12.
Mustika Sari, R., & Piksi Ganesha, P. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). 5(3), 2021.
Nilasari, F., Ilmu, P., & Bisnis, A. (2020). Pengaruh Harga, Keragaman Produk Dan Store Atmosphere Terhadap Kepuasan Konsumen Pada Kedai Coffee Culture Jombang.
Novarianti, A. D., & Djuanda, G. (2022). Prioritas Strategi Pemasaran Berdasarkan Persepsi Konsumen Dalam Keputusan Pembelian Smartphone Xiaomi Menggunakan Metode Analytical Hierarchy Process (Ahp). Journal Of Business And Economics Research (Jbe), 3(2), 215–224. Https://Doi.Org/10.47065/Jbe.V3i2.1762
Nurul Karimatun Mardiyah. (2022). Pengaruh Harga, Promosi, Citra Merek, Dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Klinik Kecantikan Naavagreen Di Yogyakarta.
Oktavino Putra Hanidar. (2020). Analisis Positioning Sari Buah Apel Dengan Metode Mds (Multidimensional Scaling) Di Kota Malang.
Raja Ainaya Alfatiha, I. S. (2021). Penerapan Metode Design Thinking Terhadap Pemasaran Produk Pada Coffee Shop Rimbun. Jurnal Bahtera Inovasi, 5(1). Https://Doi.Org/10.31629/Jg.V3i2.Xxx
Rasmikayati, E., Afriyanti, S., Rachmat, B., Agritekh, S., Agribisnis, J., Pangan, T., & Saefudin, B. R. (2020). Keragaan, Potensi Dan Kendala Pada Usaha Kedai Kopi Di Jatinangor (Kasus Pada Belike Coffee Shop Dan Balad Coffee Works). Agritekh, 1(1), 26–45.
Rina. (2022). Pengaruh Kualitas Produk Dan Pelayanan Terhadap Kepuasan Konsumen Café Coffee Moral Di Kota Makassar. Skripsi.
DOI: http://dx.doi.org/10.22441/indikator.v8i1.25394
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Indikator: Jurnal Ilmiah Manajemen dan Bisnis
INDIKATOR
Magister Manajemen Universitas Mercu Buana
Jl. Raya Kranggan No. 6 Jatisampurna, Kampus D Universitas Mercu Buana 17436
Tlp./Fax: +62218449635
p-ISSN: 2598-6783
e-ISSN: 2598-4888
http://publikasi.mercubuana.ac.id/index.php/indikator
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
