Importance-Perfomance Analysis (IPA) Implementation: Preference Analysis of Young Consumers of PengenKopi Case Study on Young Consumer’s of Pengenkopi in Batam City

Abstract

This study aims to analyze the attributes that are considered important by young consumers
when they are going to buy in Pengkopi Coffee Shop, attributes that are considered to have good
performance by consumers and also attributes that are considered appropriate between the interests and
performance of young consumers when they will buy coffee. The type of research in this research is
descriptive quantitative research. The descriptive method begins by collecting data from the field which
aims to get an overview and explanation of the phenomena of events that occur today. This research is
located in the Coffee Shop or Coffee Shop Pengkopi in Batam City, Riau Islands which is the location for
distributing research questionnaires widely. The sampling technique used is non-probability sampling with
the technique taken is purposive sampling. The sample in this study were 200 respondents, namely
consumers from Pengkopi Batam who had come directly to coffee shops. The analysis of this research is
carried out by means of performance-interest analysis (IPA) to rankvarious service attributes and identify
what actions the company needs to take. The results show that the attributes that are considered very
important by consumers when they will make a purchase of Coffee Shop are attributes of coffee taste, coffee
prices, coffee flavor variants, physical coffee menus, menu presentation, convenience, menu size/volume,
information and service menu. Meanwhile, the important category according to the respondents is the
benefits of coffee in Pengkopi. Attributes that are considered to have very good performance by consumers
when they are going to make a purchase of coffee at Pengkopi are the taste of coffee, coffee prices, physical
appearance , comfort , size/volume, menu information and services at Pengkopi. Meanwhile, those that are
categorized as good or satisfied are the taste variants, the benefits of coffee and the presentation of the
menu at the Coffee Shop. Attributes that are considered appropriate between the interests and performance
of consumers when they are going to make a purchase of coffee at the Kopi are the services provided by the
Coffee Maker.