SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN TEKNOLOGI HASIL PERTANIAN (SNPP-THP)
ISSN: 2964-3538
This study aims to analyze the differences in consumer preferences between Bara Coffee and Kolega Coffee in Lhokseumawe City, Aceh. Consumer preferences are evaluated through 20 attributes, including product quality, product presentation, product variety, customer service, menu explanation/recommendation ability, service speed, parking service quality, price affordability, price suitability to quality and portion, facility quality, completeness of facilities, cleanliness of the place, cleanliness of employee appearance, atmosphere offered, shop design concept, shop lighting, table and chair placement, location strategicity, consumer prestige, new product/service innovation. Data were collected from 100 respondents who had visited both shops with an age range of 20-59 years, comparative analysis of the preferences of both coffee shops using the Mann-Whitney U test. The results show that Bara Coffee excels in internal aspects such as product quality, atmosphere, and presentation, while Kolega Coffee excels in external facility aspects such as parking services and location strategicity. This study recommends improving quality and innovation in both shops to strengthen their position in the Lhokseumawe City coffee shop market.
Conference title:
SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN TEKNOLOGI HASIL PERTANIAN (SNPP-THP): Transformasi Teknologi Pertanian untuk Meningkatkan Hilirilisasi Agroindustri dan Kedaulatan Pangan
Volume:
5
Issue:
1
Publication date:
22 December 2025