Consumer Preferences in Choosing a Coffee Shop in the City of Bremen, Germany
DOI:
https://doi.org/10.32890/jtom2025.20.2.7Keywords:
Café facilities, café atmosphere, marketing mix, importance-performance mapAbstract
Germany is one of the countries in the Europe that has high coffee consumption. Bremen is one of the cities in Germany that is experiencing rapid growth in the coffee industry. Understanding consumer preferences when choosing a coffee shop is essential to support business growth and improve consumer experience. This research was initiated to answer the question of what factors most influence consumers' decision to choose a café in Bremen. Factors such as coffee taste, ambience, price, and interior design are important. The study was conducted from October 2023 to January 2024, using non-probability sampling techniques or non-random sampling with a purposive sampling method. Conjoint analysis was employed in this study. The consumer preferences of coffee shop visitors in the City of Bremen are closely related to the important values that consumers choose when deciding on a purchase based on the order of important values. It is known that coffee shop consumers in the City of Bremen attach great importance on facilities, coffee shop atmosphere, location, price, coffee shop service and products.
References
Gumilang, M. F., Yuliati, L. N., & Indrawan, R. D. (2021). Pengaruh Kualitas Produk dan Pelayanan, Electronic Word of Mouth, Citra Merek terhadap Kepuasan dan Niat Pembelian Ulang Kedai Coffee-to-Go Institut Pertanian Bogor]. Bogor, ID. http://repository.ipb.ac.id/handle/123456789/106052
Hartono, D., & Tinaprilla, N. (2018). Analisis Preferensi Konsumen di Kafe Ruang Kopi Bogor Institut Pertanian Bogor]. Bogor, ID. http://repository.ipb.ac.id/handle/123456789/94571
Kotler, P., & Armstrong, G. (2020). Principles of Marketing (18th ed.). Pearson
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson
Orme, B. K. (2020). Conjoint Analysis: Strategies for Product Design and Pricing Research (4th ed.). Research Publishers LLC.
Pardede, R., & Haryadi, T. Y. (2017). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen yang dimediasi kepuasan konsumen. Journal of Business & Applied Management, 10(1), 55-79. https://doi.org/10.30813/JBAM.V10I1.870.
Riswan, S. E., & Dunan, H. (2019). Desain penelitian dan statistik multivariate. Anugrah Utama Raharja.
Santoso, S. (2020). Panduan lengkap SPSS 26. PT Elex Media Komputindo.
Suryana, P., & Dasuki, E. S. (2013). Analisis faktor yang mempengaruhi keputusan pembelian dan implikasinya pada minat beli ulang. TRIKONOMIKA: Jurnal Ekonomi, 12(2), 190-200. https://doi.org/10.23969/trikonomika.v12i2.479. www.kaffeeverband.de. (n.d.). Deutscher Kaffeeverband. German Coffee Association. Retrieved Jul 22 from https://www.kaffeeverband.de/en
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Disclaimer
The Journal of Technology and Operation Management (JTOM) has taken all reasonable measures to ensure that material contained in this website is the original work of the author(s). However, the Journal gives no warranty and accepts no responsibility for the accuracy or the completeness of the material; no reliance should be made by any user on the material. The user should check with the authors for confirmation. Articles published in the Journal of Technology and Operation Management (JTOM) do not represent the views held by the editors and members of the editorial board. Authors are responsible for all aspects of their articles except the editorial screen design.
