@thesis{thesis,
		author={Tambunan  Leo Prima R},
		title ={Analisis Sikap Konsumen Terhadap Kopi Bubuk Lokal dan Kopi Instan di Kota Pematangsiantar},
		year={2018},
		url={},
		abstract={The objective of the research is to explain consumers decision-making process, to analyze consumers attitude towards local ground coffee and instant coffee, and to analyze the relationship of consumers characteristics with consumers attitude towards local ground coffee and instant coffee.The research location determined purposively, that is in Pematangsiantar city, based on consideration of strategic city location, population density, and high economic activity.The sampling method is non-probability sampling with judgement sampling approach, based on certain criteria that have been set in advance by researcher. The samples are 44 taken by using slovin method. The analitycal tools used in this research are descriptive analysis, multiattribute fishbein, and Spearman?s Rank Correlation. The product attributes examined include; price, taste, aroma, color strength, viscosity, grain roughness, coffee grounds, practicality, effects after drinking, packaging, product availability, expiration information, brand, and promotion The result showed that;in the purchase of decision process, the consumer?s main reason to buy coffee is freshness. The information about coffee obtained from friend and advertising. Factors considered by consumers in the purchase of coffee product are taste and quality. As a substitute for coffee, consumer choose tea. Consumers decide on planned purchase and generally done in coffee shop. Consumers were satisfied and willing re-purchase. Consumers will still buy eventhough the price of coffee products has increased. The result of fishbein multiatributte analysis show the attitude toward local ground coffee and instant coffee are positive. The attributes of coffee product considered very important are taste, aroma, effect after drinking, price, brand, viscosity, and packaging. Based on the analysis of Spearman?s rank correlation, consumer characteristics; age, income, and education level are not related to consumers attitude toward local ground coffee and instant coffee.}
		}