FADILAH, Putriana Setyaningtyas (2025) Analysis of Factors Affecting the Demand for Mixue in Purwokerto. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study employs a quantitative approach with a survey design, surveying 100 Mixue consumers in Purwokerto using purposive sampling. The purpose of this study is to analyze the effect of Mixue prices, substitute beverage prices, consumer income, and distance from home to the outlet on Mixue demand in Purwokerto, as well as to analyze the elasticity of Mixue demand in Purwokerto. The data analysis method used is multiple linear regression processed using SPSS software. The results show that Mixue's price has a negative and significant effect on demand, while the price of substitute beverages has a positive but insignificant effect. Consumer income has a positive and significant effect, while distance to the outlet has a negative and significant effect on Mixue demand. In addition, the F-test results show that these four variables simultaneously have a significant effect on Mixue demand. The elasticity analysis shows that Mixue demand is inelastic to Mixue price (-0.584). Meanwhile, the price of substitute beverages is -0.174, but because it is not statistically significant, this value cannot be used as a basis for concluding a real economic relationship. The regression model used has an Adjusted R^2 value of 0.279, which means that the variables in the study can explain 27.9% of the variation in demand, while other factors outside the model influence the remaining 72.1%. The implications of this study suggest that the findings regarding the factors influencing demand for Mixue in Purwokerto can be utilized by business actors to assess market potential, adjust pricing strategies, and consider location aspects, thereby maintaining demand for Mixue.

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