CONSUMER CHARACTERISTICS AND FACTORS THAT INFLUENCE CONSUMER DECISIONS AT KOPIXEL IN JEMBER REGENCY

Authors

  • Retalia Risma Sari Universitas Negeri Semarang

DOI:

https://doi.org/10.36563/bemj.v4i1.1739

Keywords:

Coffee, Coffee Shop, Purchase Decision, Preferences, Lifestyle

Abstract

This study is motivated by the rise of coffee shops as part of a growing co fee consumption Lifestyle trend. In Jember Regency, Kopixel stands out as the most favored co fee shop among consumers. The objectives of this research are to identify: (1) the characteristics of Kopixel consumers and (2) the factors influencing their purchasing decisions. The study uses a descriptive-analytic method, with data collected through interviews and documentation. Analysis techniques include descriptive statistics and multiple linear regression. The results show that Kopixel consumers are 51.04% female and 48.96% male, with the majority aged 20-24 (63.54%) and earning over IDR 4,000,000 (21.88%). Most drink ccjfee 2-3 times a week (44.79%) but rarely visit Kcpixel (33.33%). Arabica is preferred (67%), with Kopixel late as the favorite variant (24.21%). The main reason for visiting is socializing with friends (37.50%), with typical spending of IDR 25,000-40,000 (32.29%). Six factors influence purchase decisions: Product, Place, Promotion, People, Process, and Physical Evidence. The results highlight the importance of product innovation, service quality, and atmosphere in shaping consumer behavior and sustaining competitiveness in the dynamic coffee shop industry.

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Published

2025-09-02

Issue

Vol. 4 No. 1 (2025)

Section

Articles

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How to Cite

CONSUMER CHARACTERISTICS AND FACTORS THAT INFLUENCE CONSUMER DECISIONS AT KOPIXEL IN JEMBER REGENCY. (2025). BEMJ: Business, Entrepreneurship, and Management Journal, 4(1), 23-38. https://doi.org/10.36563/bemj.v4i1.1739