The Role of Marketing Mix (4P) in Identifying Consumer Preference for Street Coffee Vendors in Padang City

Annafi, Adhiya Hanif (2025) The Role of Marketing Mix (4P) in Identifying Consumer Preference for Street Coffee Vendors in Padang City. S1 thesis, Universitas Andalas.

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Abstract

This research aims to analyze consumer preferences toward street coffee vendors in Padang City by employing the conjoint analysis method. The study identifies and evaluates the relative importance of four key attributes derived from the marketing mix (4P). The population of this research consists of consumers of street coffee vendors in Padang City, and the sample of 401 respondents was selected using purposive sampling. Data collection was conducted through structured questionnaires that included orthogonal design stimuli, while data analysis was carried out using SPSS software. The findings reveal that the price attribute has the highest importance value, followed by product, promotion, and place. In terms of consumer preference, respondents show a stronger tendency toward regular milk coffee at an affordable price, supported by promotional offers such as buy-one-get-one, and a location that is strategically accessible near campuses or shopping centers. Further analysis also indicates significant variations in preferences based on demographic characteristics such as age, occupation, and monthly expenditure.

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