Studi Motif Konsumsi Generasi Z pada Minuman Ready to Drink (Rtd) Coffee dan Pengaruhnya terhadap Preferensi Produk

Tarigan, Tomy Frans Andre (2025) Studi Motif Konsumsi Generasi Z pada Minuman Ready to Drink (Rtd) Coffee dan Pengaruhnya terhadap Preferensi Produk. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Cold milk based coffee beverages with various flavors that cater to local tastes have become a popular trend among young people. One of the processed coffee products is Ready to Drink (RTD) Coffee, which currently offers a wide range of product variations in the market. Generation Z, which dominates Indonesia's population, is a crucial target consumer group, as the majority of product purchases in the market are made by this generation. This study aims to identify the ideal Rtd Coffee product attributes for Generation Z, analyze the factors influencing their preferences, and understand their consumer behavior. The research methods used to explore Generation Z's preferences include descriptive analysis, multiple linear regression analysis, and cluster analysis. Survey results indicate that 46.3% of respondents prefer Rtd Coffee over freshly brewed coffee, with 83.3% consuming Rtd Coffee more than once a week. Consumption is dominant during the daytime, either to stay alert or simply for enjoyment. The majority of respondents are students and employees, with a preference for latte variants in minimalist plastic bottle packaging. Key factors influencing purchase decisions include packaging type and design, brand, product quality, caffeine effectiveness, and healthy choices. Demographic factors such as gender, occupation, and socioeconomic status influence respondent’s preferences in consuming Rtd Coffee.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	RTD Coffee, Generation Z, Consumer Behavior, Preferences, Purchase Decision, Packaging Design, Brand, Product Quality, Caffeine Effectiveness, Health, Demographics, Flavor Variations, Consumption Patterns.
Subjects:	Marketing > Commercial Products Customer Behavior Food Science and Technology > Food Design Food Science and Technology Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Teknik dan Ilmu Komputer > Program Studi Ilmu dan Teknologi Pangan
Depositing User:	Tomy Frans Andre Tarigan
Date Deposited:	25 Feb 2025 00:45
Last Modified:	25 Feb 2025 00:45
URI:	https://repository.bakrie.ac.id/id/eprint/11265

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