USULAN STRATEGI PEMASARAN OMALIA CAFÉ UNTUK MENARIK MINAT PENGUNJUNG AREA JALAN BRAGA BANDUNG (STUDI KASUS DI OMALIA CAFE DI KOTA BANDUNG)

Abstract

Focusing the problem on the research factors that cause buying interest of food & beverages the Omalia Café is how large the total variance explaining the preference of buying interest of Omalia Cafe. This research was purposed to identify the preferent and dominant factors of buying interest.

Decision making process of buying is begun by marketing stimulant (product, price, promotion, place , which build buyer characteristics. Those aspects above build customer perception about the Omalia Cafe and customer will recognize what’s characteristic of food, beverages and atmosphere they need.

The research was in Bandung City, in order to get non probability purposive sample, by questionaring to 100 respondents. Each respondent was asked to judge his preference by choosing from fully agree till fully disagree gradually of six alternatives of Likert scale. Primary data were collected and analyzed by using the technics of Factor Analysis and Descriptive Analysis.

The result of this research conclude that the preferent factors of buying interest of customer are The Taste Of The Food.

Key words: Buying Interest, Preference Factors, Consumen.