Hernanda, Moh. Daffa and Lestari, Dyah Aring Hepiana and Saleh, Yuliana (2026) KEPUASANKONSUMENTERHADAPPEMASARANKONVENSIONALDANONLINEMINUMAN KOPIDI DOESOENCOFFEE&SPACEBANDAR LAMPUNG. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science,, 14 (2). pp. 66-73. ISSN 26204177

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Abstract

This studyaimed to determine consumer satisfaction towardthe conventional and online marketing of coffee drinkatDoesoen Coffee & Space Bandar Lampung. A survey method was employed involving 64 respondents, consisting of 32 conventional consumers and 32 online consumers. Conventional consumers were selected using accidental sampling from visitors who purchased products directly at Doesoen Coffee & Space, while online consumers were selected through purposive sampling based on information provided by the business management. Data were collected from July to August 2023.Validity and reliability tests were used to determine whether research questionnaires were valid and reliable. Data were analyzed usingCustomer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The atributes examined consisted of the seven components (7P) of the conventional marketing mix, including product, price, place, promotion, people, process, and physical evidence, as well as five components (5P) of online marketing mix, namely e-product, e-price, e-process, e-place, and e-promotion.The CSI value of 7P conventional marketing was 89.39% and 5P online marketing was 88.23%. The conventional marketing attributes that required improvement were includedprice affordability, convenience and speed of payment, employee responsiveness in handling consumer complaints, and the efficiency of cashier service processes.Attributes that must be maintained were the coffee taste, price quotes based on quality, strategic locations, cleanlinessand comfortable cafes, consumerservice, complete facilities, availability and cleanliness of toilets and prayer rooms, and attractive café appearance. The attributes of online marketing that need to be improved were physical reality, product photos that have high resolution, and consumer information protection.Attributes that must be maintained were product photos, product display, flavor variants, ease of transaction, various payment methods, and promotions

Item Type:	Article
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian (FP) > Prodi Agribisnis
Depositing User:	DYAH ARING
Date Deposited:	10 Jun 2026 08:27
Last Modified:	10 Jun 2026 08:27
URI:	http://repository.lppm.unila.ac.id/id/eprint/54866

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