Analisis Faktor Yang Mempengaruhi Konsumen Dalam Pembelian Produk Kopi Abc (studi Kasus Pada Masyarakat Kecamatan Tampan Kota Pekanbaru)

The presence of new Coffee brands today because many companies capture opportunities in the coffee industry. The presence of these new brands certainly enlivened existing products, but the presence of competitors clearly tightened the competition that had been present before. The company is faced with the problem of the number of sales caused by their consumers moving to other brands of Kopi. Companies must be able to read market interests and factors that influence consumer purchasing decisions. One of the brands of Coffee products that are currently developing is ABC Coffee. This study aims to determine and analyze the factors that influence consumers in purchasing ABC Brand Coffee. This research is descriptive survey with a quantitative method approach, namely to explain a matter by observing and drawing conclusions based on the results of supporting data analysis. The method of collecting data uses questionnaires distributed to the community of TampanSubdistrict, Pekanbaru City. Based on the results of the study, it is known that the factors that influence the purchase decision of ABC Coffee in Tampan District, Pekanbaru City are cultural, social, personal and psychological factors. This is concluded from the total score of the questionnaire answers that were filled in by the respondents, where almost all respondents stated that cultural, social, personal and psychological factors influence the purchasing decisions of ABC Coffee. Keywords: Purchasing Decisions, ABC, COFFE