Konsep Slow Bar Coffee dan Keputusan Pembelian Kedai Kopi Ngopi Dipit Serang

Authors

  • Hafidz Hanafiah Universitas Bina Bangsa
  • Devi Rosalina Universitas Bina Bangsa
  • Aria Cendana Kusuma Universitas Bina Bangsa
  • Irma Nurmala Dewi Universitas Bina Bangsa

DOI:

https://doi.org/10.59059/maslahah.v2i3.1558

Keywords:

slow bar coffee, social media marketing, product quality, location, purchasing decisions, coffee shop.

Abstract

The Slow Bar Coffee concept was introduced in 2002 in Oslo Norway by Tim Wendelboe. This concept not only serves coffee menus to customers, but there is a discussion space created there. The aim of this research is to determine the concept of slow bar coffee offered by the Ngopi coffee shop in Dipit Serang and customer purchasing decisions which are influenced by social media marketing, product quality and location. The method used uses observation methods for the slow bar coffee concept and quantitative methods for purchasing decisions. The number of samples taken was 80 respondents. The results of the research found that the concept of slow bar coffee drinking coffee in the pit is a concept that has been carried out by baristas with customers in introducing and discussing the world of coffee. Purchasing decisions are also influenced by social media marketing, product quality, and location. So it can be concluded that social media marketing, product quality and location can influence purchasing decisions and the concept of slow bar coffee served by coffee shops in Serang City.

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Published

2024-08-06

How to Cite

Hafidz Hanafiah, Devi Rosalina, Aria Cendana Kusuma, & Irma Nurmala Dewi. (2024). Konsep Slow Bar Coffee dan Keputusan Pembelian Kedai Kopi Ngopi Dipit Serang. Maslahah : Jurnal Manajemen Dan Ekonomi Syariah, 2(3), 273–286. https://doi.org/10.59059/maslahah.v2i3.1558

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