Electronic Theses and Dissertation

Abstrak. Kopi arabika Gayo merupakan salah satu produk unggulan Indonesia yang terkenal akan keunikan cita rasa, aroma khas, serta daya tariknya di pasar domestik maupun internasional. Penelitian ini bertujuan menganalisis preferensi konsumen terhadap kopi arabika Gayo dengan mempertimbangkan faktor rasa, aroma, harga, aksesibilitas, dan pelayanan, serta hubungannya dengan keputusan pembelian. Studi kasus dilakukan di Halona Koffie, sebuah kedai kopi / coffeeshop yang berlokasi di Kota Banda Aceh. Data dikumpulkan dengan metode purposive sampling dari 100 responden, instrumen penelitian berupa kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data menggunakan regresi linear berganda dan uji asumsi klasik, meliputi uji normalitas, multikolinearitas, dan heteroskedastisitas. Hasil dari penelitian yang telah dilaksanakan menunjukkan bahwa variabel rasa, aroma, harga, aksesibilitas, dan pelayanan secara simultan memberikan pengaruh yang signifikan terhadap keputusan pembelian kopi arabika Gayo (Fhitung = 1504,7; Sig. < 0,05). Secara individu, faktor rasa merupakan variabel paling dominan dengan koefisien regresi sebesar 1,004 (Sig. < 0,05), diikuti oleh pelayanan (0,259), aksesibilitas (0,203), aroma (0,080), dan harga (0,048). Nilai koefisien determinasi (R²) sebesar 98,8% mengindikasikan bahwa model regresi mampu menjelaskan keputusan pembelian secara signifikan, sementara 1,2% sisanya dipengaruhi oleh variabel lain di luar cakupan penelitian. Berdasarkan temuan ini, Halona Koffie disarankan untuk terus meningkatkan kualitas rasa dan aroma kopi sebagai faktor utama yang memengaruhi keputusan pembelian. Selain itu, aspek pelayanan yang ramah, harga kompetitif, dan lokasi strategis perlu menjadi perhatian untuk menarik lebih banyak konsumen.

Abstract. Gayo Arabica Coffee is one of Indonesia's flagship products known for its unique taste, distinctive aroma, and appeal in both domestic and international markets. This study aims to analyze consumer preferences for Gayo Arabica Coffee by considering factors such as taste, aroma, price, accessibility, and service, as well as their relationship to purchasing decisions. The case study was conducted at Halona Koffie, a coffee shop located in Banda Aceh. Data were collected using purposive sampling from 100 respondents, with a research instrument in the form of a questionnaire that had been tested for validity and reliability. Data analysis was performed using multiple linear regression and classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, with the assistance of IBM SPSS Version 20 software. The results of the study indicate that the variables of taste, aroma, price, accessibility, and service simultaneously have a significant influence on purchasing decisions for Gayo Arabica Coffee (F-value = 1504.7; Sig. < 0.05). Individually, taste is the most dominant factor with a regression coefficient of 1.004 (Sig. < 0.05), followed by service (0.259), accessibility (0.203), aroma (0.080), and price (0.048). The coefficient of determination (R²) value of 98.8% indicates that the regression model significantly explains purchasing decisions, while the remaining 1.2% is influenced by other variables outside the scope of this study. Based on these findings, Halona Koffie is recommended to continuously improve the quality of taste and aroma as the primary factors influencing purchasing decisions. Additionally, aspects such as friendly service, competitive pricing, and strategic location should be prioritized to attract more consumers.