Demographics of Coffee Consumers

Oct 13, 2025 by talynt.org 118 views

Introduction

The city of Takengon is known for its vibrant coffee culture, with numerous coffee shops scattered throughout the city. However, despite the popularity of coffee shops, there is a lack of research on the preferences and satisfaction of coffee consumers in the city. This study aims to fill this gap by analyzing the attitudes and preferences of coffee consumers in the city of Takengon. Through a comprehensive analysis of consumer behavior, this study will provide valuable insights for coffee shop owners and managers to improve their services and products.

Methodology

This study employed a descriptive analysis and analytical tools such as the Fishbein Multattribute, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA) to gather data from 155 consumers. The study involved a survey of consumers who visited the Indonesian Coffee Gallery Coffee Shop in the city of Takengon. The survey aimed to gather information on consumer demographics, preferences, and satisfaction levels.

Demographics of Coffee Consumers

The study found that the majority of coffee consumers in the city of Takengon were men (73%), with the majority of them being single (68%). In terms of education, as many as 61% of consumers had a bachelor's degree, and in terms of job, private employees dominated with a percentage of 46%. The majority of consumers had a monthly income between Rp. 1,000,000 to Rp. 2,500,000.

Motivation and Preferences of Coffee Consumers

The study found that the main motivation of consumers in choosing a coffee shop was to find a typical menu, which was recognized by 37% of them. In addition, the most widely used source of information was from friends or relatives, as evidenced by 90% of respondents. When choosing a coffee shop, a pleasant atmosphere was the main consideration for 54% of consumers. Interestingly, 65% of consumers claimed that their visit usually depended on the situation or desire. After enjoying the menu, 56% of consumers were satisfied with the services and products offered.

Attitude and Satisfaction of Coffee Consumers

The analysis using the Fishbein method showed that the consumer attitude towards the coffee shop was neutral with a value of 208.85, which was within the range of 159.01 to 231.00. This neutral attitude arose due to consumer assessment of the attributes that had been observed. Meanwhile, the results of the Customer Satisfaction Index (CSI) showed that consumer satisfaction for the Indonesian Coffee Gallery Coffee Shop obtained a figure of 69.56%. This figure lay in the range of 60% to 80%, which indicated that in general, respondents were satisfied with their experience at the coffee shop.

Importance Performance Analysis (IPA)

One interesting finding emerged from the Analysis of Importance Performance Analysis (IPA), where the Cartesian diagram showed the attributes that needed to be improved by the manager was the portion of the coffee menu. This gave us insight that even though consumers were satisfied in general, there were certain aspects that, if improved, could increase the level of satisfaction as a whole.

Conclusion

From this study, it can be concluded that the owner of coffee shops in the city of Takengon needs to pay attention to the portion of the coffee menu as one of the strategic steps to better satisfy its consumers. Improving management attributes can be the key to increasing consumer loyalty and attracting more visitors. These findings provide a clear picture of the preferences and satisfaction of customers, so that it is expected to be useful for the development of the coffee shop business in the area.

Recommendations

Based on the findings of this study, the following recommendations are made:

The owner of the Indonesian Coffee Gallery Coffee Shop should pay attention to the portion of the coffee menu as one of the strategic steps to better satisfy its consumers.
Improving management attributes can be the key to increasing consumer loyalty and attracting more visitors.
The coffee shop should consider offering a wider variety of coffee menu options to cater to the diverse tastes and preferences of its customers.
The coffee shop should also consider improving its services and products to increase customer satisfaction and loyalty.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study only focused on the Indonesian Coffee Gallery Coffee Shop in the city of Takengon, and the findings may not be generalizable to other coffee shops in the city. Secondly, the study only gathered data from 155 consumers, which may not be representative of the entire population of coffee consumers in the city. Finally, the study only used a descriptive analysis and analytical tools such as the Fishbein Multattribute, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA) to gather data, which may not provide a comprehensive understanding of consumer behavior.

Future Research Directions

This study provides a foundation for future research on the preferences and satisfaction of coffee consumers in the city of Takengon. Future studies could explore the following research directions:

Conducting a survey of coffee consumers in other cities to compare the findings of this study with those of other cities.
Using other analytical tools such as the SERVQUAL model to gather data on consumer satisfaction and loyalty.
Conducting a case study of a coffee shop in the city of Takengon to gain a deeper understanding of the factors that influence consumer satisfaction and loyalty.

Conclusion

In conclusion, this study provides valuable insights into the preferences and satisfaction of coffee consumers in the city of Takengon. The findings of this study suggest that the owner of coffee shops in the city needs to pay attention to the portion of the coffee menu as one of the strategic steps to better satisfy its consumers. Improving management attributes can be the key to increasing consumer loyalty and attracting more visitors. These findings provide a clear picture of the preferences and satisfaction of customers, so that it is expected to be useful for the development of the coffee shop business in the area.

Q: What is the main motivation of coffee consumers in choosing a coffee shop?

A: The main motivation of coffee consumers in choosing a coffee shop is to find a typical menu, which is recognized by 37% of them.

Q: What is the most widely used source of information for coffee consumers?

A: The most widely used source of information for coffee consumers is from friends or relatives, as evidenced by 90% of respondents.

Q: What is the main consideration for coffee consumers when choosing a coffee shop?

A: The main consideration for coffee consumers when choosing a coffee shop is a pleasant atmosphere, which is recognized by 54% of them.

Q: What is the attitude of coffee consumers towards the coffee shop?

A: The attitude of coffee consumers towards the coffee shop is neutral, with a value of 208.85, which is within the range of 159.01 to 231.00.

Q: What is the level of satisfaction of coffee consumers towards the coffee shop?

A: The level of satisfaction of coffee consumers towards the coffee shop is 69.56%, which lies in the range of 60% to 80%.

Q: What are the attributes that need to be improved by the manager of the coffee shop?

A: The attributes that need to be improved by the manager of the coffee shop are the portion of the coffee menu, as evidenced by the Importance Performance Analysis (IPA) results.

Q: What is the implication of the findings of this study for coffee shop owners and managers?

A: The findings of this study suggest that coffee shop owners and managers need to pay attention to the portion of the coffee menu as one of the strategic steps to better satisfy their consumers. Improving management attributes can be the key to increasing consumer loyalty and attracting more visitors.

Q: What are the limitations of this study?

A: This study has several limitations, including the small sample size, the focus on a single coffee shop, and the use of a descriptive analysis and analytical tools such as the Fishbein Multattribute, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA).

Q: What are the future research directions based on the findings of this study?

A: Future research directions include conducting a survey of coffee consumers in other cities, using other analytical tools such as the SERVQUAL model, and conducting a case study of a coffee shop in the city of Takengon.

Q: What is the significance of this study for the development of the coffee shop business in the city of Takengon?

A: The findings of this study provide a clear picture of the preferences and satisfaction of customers, so that it is expected to be useful for the development of the coffee shop business in the area.

Q: What are the implications of the findings of this study for policymakers and stakeholders?

A: The findings of this study suggest that policymakers and stakeholders need to consider the preferences and satisfaction of coffee consumers when developing policies and programs related to the coffee shop industry in the city of Takengon.