24 CHAPTER IV DATA ANALYSIS AND DISCUSSIONS This chapter contains a discussion and analysis of the data collected from respondents through interviews. The analysis will be explained step by step in order to get the answer to the research question in the first chapter. 4.1 Result and Analysis 4.1.1 Participants Profile Data collection was carried out by in-depth interviews with café customer participants. Interviews were administered online utilizing by phone calls and WhatsApp chat. Each interview session lasted approximately 20 minutes and was recorded and stored for subsequent data analysis. Prior consent was acquired from all participants to facilitate the interviews and record the proceedings in their entirety. The data collection process was executed in January 2024 with meticulous attention to ensuring the appropriateness and accuracy of information gathered from respondents. A validation question was initially posed to ascertain the prospective respondent's status as a café customer. Subsequently, in the initial stage, the researcher introduced the study's purpose and provided a comprehensive overview of the forthcoming inquiries. Upon the respondent's understanding and agreement to proceed, permission was sought to collect personal data such as name, age, and occupation. Subsequently, the interview proceeded guided by inquiries pertaining to Product Knowledge, Awareness, Interest, Desire, and Action. Table 3: Participants Profile PRIMARY LEAD USER GRUP RESPONDEN’S NAME INFORMATION AGE OCCUPATION INTERVIE WS DATE EMPLOYEE Raden Dewi Anggraeni 30 Employee 10-01-2024 Hadi Permana 27 Employee 10-01-2024 Risman 27 Employee 10-01-2024 Nurma Hudaya 32 Employee 10-01-2024 Ryan Adityawarman 38 Employee 10-01-2024 Hizam 28 Employee 10-01-2024 25 Xeno Pratomo 38 Employee 10-01-2024 Muhung Anggarawan 27 Employee 10-01-2024 Khayima Arnisti 26 Employee 11-01-2024 Arya 23 Employee 11-01-2024 Fitri Indriani 24 Employee 11-01-2024 Elidawati 39 Employee 11-01-2024 Bambang Setiawan 28 Employee 11-01-2024 Ari 32 Employee 13-01-2024 Isti Nur Octaviani 38 Employee 13-01-2024 SELF EMPLOYED Zulfikri Azmi 37 Self Employed 10-01-2024 Agus Setiyanto 43 Self Employed 10-01-2024 Faridl Ahmad Maulana 26 Self Employed 10-01-2024 Arif Anas 28 Self Employed 10-01-2024 A. Mahardika 28 Self Employed 10-01-2024 Mochamad Chandra Widjaja 67 Self Employed 10-01-2024 Tri Aji Marlianto 33 Self Employed 11-01-2024 Desi Gustiantini 25 Self Employed 11-01-2024 Isma Setiadi 44 Self Employed 11-01-2024 HOUSEWIVES Anisa Wardani Putri 24 Housewife 10-01-2024 Roisah 51 Housewife 10-01-2024 Hasna Lutfia K. 25 Housewife 11-01-2024 Euis Supriatin 54 Housewife 12-01-2024 Anggie Agustina A. R. P 32 Housewife 12-01-2024 CIVIL SERVANTS Danang Tri Nurcahya 38 Civil Servants 10-01-2024 W. Asimudin Surya Saputra 53 Civil Servants 10-01-2024 Bambang Nurdin 42 Civil Servants 11-01-2024 Septiasari Nur Hasanah 26 Civil Servants 11-01-2024 Rimbo Gunawan 50 Civil Servants 13-01-2024 STUDENT Awaly Ilham Dewantoro 26 Student 10-01-2024 Farah 39 Student 10-01-2024 Megawati Lestari 25 Student 10-01-2024 Wahid Salahudin 23 Student 11-01-2024 26 4.1.1.1 Participant Age Figure 7: Participants Age The interview involved 38 individuals with diverse background in professions and ages. Among them, 19 respondents fell within the age range of 20-30 years, constituting the highest percentage of 50%. Following this, participants aged 31-40 years accounted for 11 individuals, representing 29% of the total sample. Finally, respondents aged 41-50 and those above 50 years old each comprised 4 individuals, contributing 21% collectively to the overall participant composition. 4.1.1.2 Participants Occupation Figure 8: Participants Occupation All participants in the study were categorized into five distinct job categories: employee, self-employed, civil servant, housewife, and student. The distribution of participants across these categories is illustrated in Figure 6, indicating the percentage composition within 27 each category. In total, the study encompassed 38 participants distributed across these job categories. 4.1.2 Product Knowledge This category aims to evaluate participants' level of product knowledge or familiarity with the café's offerings. Four questions were posed, each pertaining to the five selected target markets: Employee (E), Self-Employed (SE), Civil Servant (CS), Housewife (H), and Student (S). The outcomes presented in the tables reflect the saturated responses obtained from all participants. These findings align with Zhen and Lin's (2005) previous research, which underscores that product knowledge hinges upon customers' perceptions, their views of the product, and the level of trust they place in it. Table 4: Result of Product Knowledge Groups Question Code Result Employees PK01 All 15 respondents are aware of milk-based drinks PK02 10 out of 15 respondents know and tried non-milk drinks at cafe PK03 11 out of 15 respondents know about the cafe's signature menu PK04 All 15 respondents have been to a café at least 1x Self-Employed PK01 8 out of 9 respondents are aware of milk-based drinks PK02 7 out of 9 respondents know and tried non milk drinks at cafe PK03 6 out of 9 respondents know about the cafe's signature menu PK04 All 9 respondents have been to a café at least 1x Civil Servants PK01 All 5 respondents are aware of milk-based drinks PK02 4 out of 5 respondents know and tried non milk drinks at cafe PK03 All 5 respondents know about the cafe's signature menu PK04 All 5 respondents have been to a café at least 1x Housewives PK01 4 out of 5 respondents are aware of milk-based drinks PK02 4 out of 5 respondents know and tried non milk drinks at cafe PK03 2 out of 5 respondents know about the cafe's signature menu PK04 All 5 respondents have been to a café at least 1x Students PK01 3 out of 4 respondents are aware of milk-based drinks PK02 3 out of 4 respondents know and tried non milk drinks at cafe PK03 3 respondents know about the cafe's signature menu PK04 All 4 respondents have been to a café at least 1x 28 Based on the findings in tables 19 through 23 in the Appendix section, it is evident that all surveyed beachhead markets possess familiarity with both milk-based and non-milk- based products commonly retailed in cafes as said by Elidawati, an employee, “Tahu”. Furthermore, each beachhead market exhibits the ability to articulate examples of such products. Nurma and Xeno gave “Matcha Frappe” and “Coklat Panas” as an example of such products. Regarding inquiries about signature beverages, consistent responses across all beachheads indicate an awareness of the presence of menus in every café visited. One distinguishing feature of cafés is the presence of signature beverages. Analysis of the responses to the previous inquiry regarding processed beverage products derived from coffee reveals a notable disparity: the Housewives (H) beachhead market predominantly lacks familiarity with date-milk products, whereas the Civil Servants (CS) and Employees (E) beachhead markets demonstrate knowledge and can furnish examples of such products. As said by Rosiah, Hasna, and Euis all belongs to the Housewife beachhead says “Tidak Tahu”. Examination of the interview outcomes concerning product familiarity indicates a trend wherein respondents from the employee, self-employed, and civil servant categories generally exhibit greater acquaintance with café beverage products encompassing milk-based, non-milk based, signature drinks, and other beverages compared to respondents from the housewife and student demographics. 4.1.3 Awareness This segment aims to assess the recognition of Susu Kurma Mama as a date-milk processed beverage among the participants. To ascertain the extent of the respondents' awareness regarding date milk, three additional questions were included. The data presented in Table 5 below and tables 24 through 28 in the Appendix section serve as a depiction of the responses provided by all participating individuals. Table 5: Result of Awareness Groups Question Code Result Employee AW01 All 15 respondents were aware of date milk drinks with any brand AW02 5 out of 15 respondents aware date-milk drinks with brand “SUSU KURMA MAMA” AW03 14 out of 15 respondents quite understand and can distinguish the taste profile of drinks Self-Employed AW01 All 9 respondents were aware of date milk drinks with any brand AW02 5 out of 9 respondents aware date-milk drinks with brand “SUSU KURMA MAMA” AW03 All 9 respondents quite understand and can distinguish the taste profile of drinks 29 Civil Servant AW01 All 5 respondents were aware of date milk drinks with any brand AW02 2 out of 5 respondents aware date-milk drinks with brand “SUSU KURMA MAMA” AW03 3 out of 5 respondents quite understand and can distinguish the taste profile of drinks Housewife AW01 All 5 respondents were aware of date milk drinks with any brand AW02 3 out of 5 respondents aware date-milk drinks with brand “SUSU KURMA MAMA” AW03 All 5 respondents quite understand and can distinguish the taste profile of drinks Student AW01 3 out of 4 respondents were aware of date milk drinks with any brand AW02 All 4 respondents did not aware date-milk drinks with brand “SUSU KURMA MAMA” AW03 All 4 respondents quite understand and can distinguish the taste profile of drinks The findings from the awareness section above reveal that employees and self-employed individuals are acquainted with the blended product comprising dates and milk under the brand "SUSU KURMA MAMA". Information regarding date milk primarily stems from informal discussions with peers and articles sourced from the internet. Generally, consumers engage in information gathering prior to purchasing a product, utilizing this data as a basis for assessment and decision-making, often influenced by brand-provided product information. Conversely, students appear to lack awareness of the date-milk blended product, as Megawati and Wahid say “Tidak tahu” suggesting either a lack of exposure to information regarding the product or a disinterest in it. Subsequent results demonstrate that all respondents possess an understanding of the taste profiles of the beverages they have sampled, enabling them to articulate distinctions between various beverages based on taste. 4.1.4 Interest The interest section aims to explore the extent to which participants are drawn to café drinks and what specific attributes or qualities pique their interest. To gauge respondents' interest in date milk, five additional questions were incorporated to discern their inclination towards seeking more information about this beverage and to ascertain their perceptions regarding its value, particularly focusing on the aftertaste sensation. This approach aligns with Assael's (2002) assertion that highlighting a product's features or benefits is an effective means of cultivating purchasing interest among customers. Presented below are the interview results delineated in table 6 below and tables 29 through 33 in the Appendix section, which encapsulate the responses of all fully engaged participants. 30 Table 6: Result of Interest Groups Questions Code Result Employee IN01 10 out of 15 respondents stated that flavor that makes a drink more attractive than other drinks IN02 12 out of 15 respondents answered that TASTE is the reason for buying drinks at cafes. IN03 13 out of 15 respondents have heard of the term “after-taste sensation” IN04 12 out of 15 respondents are interested in drinks that have an after-taste sensation IN05 All 15 respondents stated that the good reputation of a cafe is an attraction to buy their drinks Self-Employed IN01 5 out of 9 respondents stated that flavor that makes a drink more attractive than other drinks IN02 6 out of 9 respondents answered that PRICE is the reason for buying drinks at cafes. IN03 7 out of 9 respondents have heard of the term “after-taste sensation” IN04 7 out of 9 respondents are interested in drinks that have an after-taste sensation IN05 All 9 respondents stated that the good reputation of a cafe is an attraction to buy their drinks Civil Servant IN01 3 out of 5 respondents stated that flavor that makes a drink more attractive than other drinks IN02 3 out of 5 respondents answered that PACKAGING is the reason for buying drinks at cafes.