ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM MEMILIH KAFE DI KOTA SURAKARTA

Abstract

Cafee has become an emerging entertainment among urban people at Solo. Therefore, there are
many marketing aspects which interest researcher to study it. Among all those issues, consumer behavior
among cafee consumers becomes the main attention in this study. This study analyses factors related
with consumer decision during contacts with service provider (i.e cafee) This research uses regression
analysis as a tool of analyses. The factors identified in influencing people in choosing cafee are
advertsing, comfortability, live show, date and location. This study gives several suggestion to cafee owner
in Solo to increase their service in order to achieve high income.