KAJIAN PREFERENSI PELANGGAN TERHADAP CITRA RAMAH LINGKUNGAN KAFE SLOW BAR DI DAERAH ISTIMEWA YOGYAKARTA

Azizah, Armita Nur (2025) KAJIAN PREFERENSI PELANGGAN TERHADAP CITRA RAMAH LINGKUNGAN KAFE SLOW BAR DI DAERAH ISTIMEWA YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This research aims to analyze customer preferences towards the eco-friendly image implemented by slow bar cafés in the Special Region of Yogyakarta. Employing a quantitative approach, this study identifies factors influencing customer preferences, such as the use of organic ingredients, reduction of plastic waste, and sustainable interior design. The main findings of this research indicate that customer preferences for slow bar cafés in Yogyakarta are significantly influenced by the implementation of eco-friendly practices. This demonstrates a strong tendency among respondents to choose and prefer cafés that actively integrate sustainability principles into their operations. Thus, an eco-friendly image is not only an added value but also a crucial factor in shaping customer preferences. Furthermore, positive interactions between staff and customers also contribute to creating an experience that supports sustainability. This research provides insights for culinary business actors to develop sustainability-oriented marketing strategies while also supporting sustainable tourism in Yogyakarta.

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