Analisis Sikap Konsumen perhadap Keputusan Pembelian Kopi Bubuk Instan Siap Saji pada Santri Putra Pondok Ihyaaussunnah Bojonegoro

Abstract

Abstrak— Kopi bubuk instan siap saji merupakan produk olahan kopi yang praktis untuk dikonsumsi yang jika diseduh hasilnya tanpa ampas. Kopi bubuk instan siap saji diproduksi karena adanya perubahan pada perilaku minum kopi oleh konsumen. Penelitian ini dilakukan di lingkungan pondok pesantren Ihyaaussunnah Bojonegoro. Tujuan penelitian ini yaitu untuk mengetahui sikap konsumen terhadap keputusan pembelian kopi bubuk instan siap saji di lingkungan pondok Ihyaaussunnah Bojonegoro. Variabel penelitian yang digunakan yaitu variabel sikap konsumen (X)  terhadap variabel keputusan pembelian (Y). Penentuan sampel menggunakan rumus Slovin yaitu sejumlah 41 orang dengan populasi sejumlah 70 orang. Analisis data menggunakan Uji T (Parsial). Hasil analisis statistik diperoleh hasil nilai ttabel diperoleh dengan cara df = n – k yaitu 41 – 2 = 39 dilihat dari distribusi nilai ttabel sehingga nilai pada taraf signifikan 5% adalah 1.685. Berdasarkan perhitungan uji t (parsial) dapat diketahui bahwa nilai thitung 6.314 > ttabel 1.684. Sesuai dengan kriteria jika thitung > ttabel, maka H0 ditolak dan Ha diterima, artinya terdapat pengaruh positif dan signifikan antara sikap konsumen terhadap keputusan pembelian kopi bubuk instan siap saji di lingkungan pondok Ihyaaussunnah Bojonegoro.

Abstract— Ready-to-eat instant ground coffee is a processed coffee product that is practical to consume which when brewed results in no grounds. Ready-to-eat instant ground coffee is produced due to changes in coffee drinking behavior by consumers. This research was conducted in the environment of the Ihyaaussunnah Bojonegoro Islamic boarding school. The purpose of this study was to determine consumer attitudes towards purchasing decisions for ready-to-eat instant ground coffee in the Ihyaaussunnah Bojonegoro boarding school environment. The research variable used is the consumer attitude variable (X) on the purchasing decision variable (Y). Determination of the sample using the Slovin formula, namely 41 people with a population of 70 people. Data analysis using the T (Partial) Test. The results of the statistical analysis obtained the results of the t table value obtained by means of df = n - k, namely 41 - 2 = 39 seen from the distribution of the t table value so that the value at a significant level of 5% is 1.685. Based on the calculation of the t test (partial) it can be seen that the tcount value is 6.314> ttable 1.684. In accordance with the criteria if tcount> ttable, then H0 is rejected and Ha is accepted, meaning that there is a positive and significant influence between consumer attitudes on purchasing decisions for ready-to-eat instant ground coffee in the Ihyaaussunnah Bojonegoro cottage environment.