ANALISIS FAKTOR–FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DI LANDS KOFFIE MOJOKERTO PADA MASA PANDEMI COVID-19
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Institusion
Universitas Bhayangkara Surabaya
Author
SUHARTO, NINUSANTARA PAHLEVI
Subject
Datestamp
2023-02-14 02:34:53
Abstract :
This research aimed to identify and analyze the factors that influence purchasing decisions at Lands Koffie during the Covid-19 pandemic. The design of this study used a qualitative design. The subject of this research was the owner of Lands Koffie and 3 consumers. The results showed that the factors that influenced purchasing decisions at Lands Koffie during the Covid-19 pandemic were based on the saturation of the community with restrictions on community activities so that they needed safe entertainment while still implementing strict health protocols. Factors that have a big influence on customers choosing Lands Koffie are products, namely live music, unique food plating, place, namely clean, comfortable indoor and outdoor locations, good room layout, location a bit far from traffic so the environment was quiet and not noisy. The sales strategy implemented was that apart from holding live music, and maintaining the aesthetics of the product and the environment, Lands Koffie also broadcasts live via Instagram social media as a means of promotion (promotion) so that it invites the curiosity of Instagram users to visit Lands Koffie. The limitations of Lands Koffie are less parking space, and expensive prices. The solution to this problem was to re-evaluate the price of the product to make it more affordable, expand the parking area and the cafe environment.
This research aimed to identify and analyze the factors that influence purchasing decisions at Lands Koffie during the Covid-19 pandemic. The design of this study used a qualitative design. The subject of this research was the owner of Lands Koffie and 3 consumers. The results showed that the factors that influenced purchasing decisions at Lands Koffie during the Covid-19 pandemic were based on the saturation of the community with restrictions on community activities so that they needed safe entertainment while still implementing strict health protocols. Factors that have a big influence on customers choosing Lands Koffie are products, namely live music, unique food plating, place, namely clean, comfortable indoor and outdoor locations, good room layout, location a bit far from traffic so the environment was quiet and not noisy. The sales strategy implemented was that apart from holding live music, and maintaining the aesthetics of the product and the environment, Lands Koffie also broadcasts live via Instagram social media as a means of promotion (promotion) so that it invites the curiosity of Instagram users to visit Lands Koffie. The limitations of Lands Koffie are less parking space, and expensive prices. The solution to this problem was to re-evaluate the price of the product to make it more affordable, expand the parking area and the cafe environment.
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