ANALYSIS OF CONSUMER ATTITUDES TOWARDS THE PURCHASE OF MOBILE COFFEE AMONG STUDENTS AT MEDAN AREA UNIVERSITY

Abstract

Coffee shops are a practical beverage alternative that answers the needs of a dynamic student lifestyle. Students often look for affordable, easily accessible, and time-efficient drinks, especially on campus. This study aims to analyze consumer attitudes towards buying coffee shops among students at Medan Area University. The study used a descriptive qualitative approach with a population of 88 people and a sample of 40 respondents from the Agribusiness Study Program, class of 2022, selected through a purposive sampling method. The results showed that the price aspect was the dominant factor in forming a positive attitude, with 47.5% of respondents choosing coffee shops because they were affordable. As many as 70% stated that the price was comparable to the quality, and 40% considered the taste of coffee shops to be equivalent to coffee in a cafe. However, only 7.5% of respondents bought regularly, while 42.5% only bought occasionally. This shows that although there is a good perception and satisfaction with coffee shops, the frequency of purchases is still low. Therefore, a more attractive marketing strategy is needed to strengthen students' purchasing intentions.