THE FACTORS INFLUENCING CONTEMPORARY COFFEE CONSUMPTION IN THE PANDEMIC ERA
DOI:
https://doi.org/10.25170/jm.v19i1.2951Keywords:
Contemporary Coffee, Distribution, Price, Brand, Taste, AmbienceAbstract
This research was conducted to determine the factors that influence consumer consumption intensity and its impacts on contemporary coffee. Mix-method approach was used by combining interviews, focus group discussion, and an online survey. The data collection process included 10 informants and 214 respondents. The regression result indicated that taste is the only factor that has a significant positive effect on consumer consumption intensity of contemporary coffee consumption. There was, however, a significant difference in contemporary coffee consumption between males and females. This study also offers several recommendations that can be applied by contemporary coffee business owners to maintain and increase consumer interest in their products both during and post-pandemic.
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Lee, J. S. (2017). The effects of brand identity of Starbucks coffee speciality store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention. Journal of Digital Convergence, 15(12), 159-167.
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Li, J., Streletskaya, N. A., & Gómez, M. I. (2019). Does taste sensitivity matter? The effect of coffee sensory tasting information and taste sensitivity on consumer preferences. Food Quality and Preference, 71, 447-451.
Li, X., Wong, W., Lamoureux, E. L., & Wong, T. Y. (2012). Are linear regression techniques appropriate for analysis when the dependent (outcome) variable is not normally distributed? Investigative ophthalmology & visual science, 53(6), 3082-3083.
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Nainggolan, S., Kernalis, E., Carolin, D.Z. (2022). Analysis of Factors Affecting the Behavior of Coffee Shop Consumers in Jambi City. Randwick International of Social Science Journal, 3(1), 53-60.
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Petry, J. F., da Rosa Borges, G., & Aureliano-Silva, L. (2019). Hedonic effects on coffee consumption in Brazil. REMark, 18(2), 77.
Rahim, F. A., Jin, G. P., & Fong, C. L. (2019). Malaysian Coffee Culture: Attributes considered to purchase coffee beverages. Journal of Marketing Advances and Practices, 1(1), 50-62.
Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327.
Rivai, J. (2021). The Role of Purchasing Decisions Mediating Product Quality, Price Perception, and Brand Image on Customer Satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42.
Salim, H. K., Padfield, R., Yuzir, A., Mohamad, S. E., Kaida, N., Papargyropoulou, E., & Nakamura, S. (2018).
Evaluating the organizational intention to implement an Environmental Management System: evidence from the Indonesian food and beverage industry. Business Strategy and the Environment, 27(8), 1385-1398.
Samoggia, A., & Riedel, B. (2019). Consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 11(3), 653.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Sousa, A. G., Machado, L. M. M., Silva, E. F. D., & Costa, T. H. M. D. (2016). Personal characteristics of coffee consumers and non-consumers, reasons and preferences for foods eaten with coffee among adults from the Federal District, Brazil. Food Science and Technology, 36(3), 432-438.
Thornton, L. E., Crawford, D. A., Lamb, K. E., & Ball, K. (2017). Where do people purchase food? A novel approach to investigating food purchasing locations. International journal of health geographics, 16(1), 1-13.
Tumanan, M. A. R., & Lansangan, J. R. G. (2012). More than just a cuppa coffee: A multi-dimensional approach towards analyzing the factors that define place attachment. International Journal of Hospitality Management, 31(2), 529-534.
Van der Merwe, K., & Maree, T. (2016). The behavioural intentions of specialty coffee
consumers in South Africa. International Journal of Consumer Studies, 40(4), 501–508. https://doi.org/10.1111/ijcs.12275.
Yan, X., Liu, H., Xin, G., Huang, H., Jiang, Y., & Guo, Z. (2021). Research on real-time elimination of ultra-wideband radar ranging abnormal value data. Geoscientific Instrumentation, Methods and Data Systems, 10(2), 153-160.
Alfirahmi, A. (2019). Fenomena Kopi Kekinian di Era 4.0 Ditinjau dari Marketing 4.0 dan Teori Uses and Effect. LUGAS Jurnal Komunikasi, 3(1), 24-32.
Amalia, R. D., & Wibowo, S. (2019). Analisis Siaran Iklan Dan Gratis Ongkos Kirim Sebagai Tipu Muslihat Di Youtube Terhadap Minat Beli Konsumen (Studi Pada E-Commerce Shopee) Universitas Telkom. eProceedings of Applied Science, 5(2), 571-579.
Andorfer, V. A., & Liebe, U. (2015). Do information, price, or morals influence ethical consumption? A natural field experiment and customer survey on the purchase of Fair Trade coffee. Social science research, 52, 330-350.
Babin, B. J., Chebat, J. C., & Robicheaux, R. (2006). Introduction to the special section on retailing research: The mind and emotion of the 21st century shopper. Journal of Business Research, 59(12), 1279-1280.
Badan Pusat Statistik. (2020). Indonesian Coffee Statistics 2019. Error! Hyperlink reference not valid..
Barahona, I., Sanmiguel Jaimes, E. M., & Yang, J. B. (2020). Sensory attributes of coffee beverages and their relation to price and package information: A case study of Colombian customers’ preferences. Food science & nutrition, 8(2), 1173-1186.
Bissinger, K., & Leufkens, D. (2017). Ethical food labels in consumer preferences. British Food Journal, 119(8), 1801-1814.
Chang, C., & McGonigle, I. (2020). Kopi Culture: consumption, conservatism and cosmopolitanism among Singapore’s millennials. Asian Anthropology, 19(3), 213-231.
Chen, M. F. (2020). The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism. Business Strategy and the Environment, 29(6), 2404-2417.
Deuter, M., Hey, L., Hancock, M., & Ashby, M. (2015). Oxford Advanced Learner's Dictionary of current English. UK: Oxford University Press.
Felton, E. (2018). Filtered: Coffee, the Café and the 21st-Century City. UK: Routledge.
Ferreira, J., Ferreira, C., & Bos, E. (2020). Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. Geoforum, 119, 21-29.
Ghosh, P., & Venkatachalapathy, N. (2014). Processing and drying of coffee–a review. Int. J. Eng. Res. Technol, 3(12), 784-794.
Gökcen, B. B., & Şanlier, N. (2019). Coffee consumption and disease correlations. Critical reviews in food science and nutrition, 59(2), 336-348.
Harith, Z. T., Ting, C. H., & Zakaria, N. N. A. (2014). Coffee packaging: Consumer perception on appearance, branding and pricing. International Food Research Journal, 21(3), 849-853.
Huang, H. C., Chang, Y. T., Yeh, C. Y., & Liao, C. W. (2014). Promote the price promotion: The effects of price promotions on customer evaluations in coffee chain stores. International Journal of Contemporary Hospitality Management, 26(7), 1065-1082.
Huang, Y. F., & Dang, H. S. (2014). An empirical analysis on purchase intention on coffee beverage in Taiwan. European Journal of Business and Management, 6(36), 182-197.
Jang, H. W., & Lee, S. B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11(22), 1-17.
Jang, Y. J. (2021). The role of customer familiarity in evaluating green servicescape: An investigation in the coffee shop context. International Journal of Contemporary Hospitality Management.
Kao, T.Y., Yang, M.H., Wu, J. T.B. and Cheng, Y.Y. (2016). Co-creating value with consumers through social media. Journal of Services Marketing, 30(2), 141-151.
Katadata.co.id, (31 July 2018). 2021 Konsumsi Kopi Indonesia Diprediksi Mencapai 370 Ribu Ton. https://databoks.katadata.co.id/datapublish/2018/07/31/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton.
Kemenperin (3 October 2019). Kemenperin: Industri Pengolahan Kopi Semakin Prospektif. https: //kemenperin.go.id/artikel/21117/Industri-Pengolahan-Kopi- Semakin-Prospektif.
Kim, B., & Kim, D. (2019). A longitudinal study of habit and its antecedents in coffee chain patronage. Social Behavior and Personality: an international journal, 47(3), 1-11.
Kotler, P & Keller, K.L. (2015). Marketing Management. US: Pearson.
Kurniawan, Y., Kittynanda, L. D., Marwan, K. A., Wirawan, S. P., Anwar, N., & Johan, J. (2021). Analysis of Digital Marketing Activities on Instagram Social Media with Coffee Shop Business Objects in Indonesia. In 2021 International Conference on Information Management and Technology (ICIMTech), 1, 584-589. IEEE.
Lanfranchi, M., Giannetto, C., & Dimitrova, V. (2016). Evolutionary aspects of coffee consumers’ buying habits: results of a sample survey. Bulgarian Journal of Agricultural Science, 22(5), 705-712.
Lee, J. S. (2017). The effects of brand identity of Starbucks coffee speciality store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention. Journal of Digital Convergence, 15(12), 159-167.
Lee, K. H., Bonn, M. A., & Cho, M. (2015). Consumer motives for purchasing organic coffee. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180.
Li, J., Streletskaya, N. A., & Gómez, M. I. (2019). Does taste sensitivity matter? The effect of coffee sensory tasting information and taste sensitivity on consumer preferences. Food Quality and Preference, 71, 447-451.
Li, X., Wong, W., Lamoureux, E. L., & Wong, T. Y. (2012). Are linear regression techniques appropriate for analysis when the dependent (outcome) variable is not normally distributed? Investigative ophthalmology & visual science, 53(6), 3082-3083.
Malhotra, N.K. (2019). Marketing Research: An Applied Orientation. US: Pearson.
Maspul, K. A. (2021). Specialty Coffee Trends Post-Lockdown in the United Arab Emirates. Academia Letters, 2, 1-5.
Nainggolan, S., Kernalis, E., Carolin, D.Z. (2022). Analysis of Factors Affecting the Behavior of Coffee Shop Consumers in Jambi City. Randwick International of Social Science Journal, 3(1), 53-60.
Nusadaily. (24 April 2020). Minister of Industry Spurred Creativity on Online IKM Coffee. https://nusadaily.com/en/business/minister-of-industry-purred-creativity-on-online-ikm-coffee.html.
Pratama, I. P. A., Dewi, R. K., & Artini, N. P. (2021). Mapping The Consumers Coffee Powder Mangsi Coffee Based on Segmenting, Targeting, and positioning in Denpasar City. Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, 5(1), 102-110.
Petry, J. F., da Rosa Borges, G., & Aureliano-Silva, L. (2019). Hedonic effects on coffee consumption in Brazil. REMark, 18(2), 77.
Rahim, F. A., Jin, G. P., & Fong, C. L. (2019). Malaysian Coffee Culture: Attributes considered to purchase coffee beverages. Journal of Marketing Advances and Practices, 1(1), 50-62.
Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327.
Rivai, J. (2021). The Role of Purchasing Decisions Mediating Product Quality, Price Perception, and Brand Image on Customer Satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42.
Salim, H. K., Padfield, R., Yuzir, A., Mohamad, S. E., Kaida, N., Papargyropoulou, E., & Nakamura, S. (2018).
Evaluating the organizational intention to implement an Environmental Management System: evidence from the Indonesian food and beverage industry. Business Strategy and the Environment, 27(8), 1385-1398.
Samoggia, A., & Riedel, B. (2019). Consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 11(3), 653.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Sousa, A. G., Machado, L. M. M., Silva, E. F. D., & Costa, T. H. M. D. (2016). Personal characteristics of coffee consumers and non-consumers, reasons and preferences for foods eaten with coffee among adults from the Federal District, Brazil. Food Science and Technology, 36(3), 432-438.
Thornton, L. E., Crawford, D. A., Lamb, K. E., & Ball, K. (2017). Where do people purchase food? A novel approach to investigating food purchasing locations. International journal of health geographics, 16(1), 1-13.
Tumanan, M. A. R., & Lansangan, J. R. G. (2012). More than just a cuppa coffee: A multi-dimensional approach towards analyzing the factors that define place attachment. International Journal of Hospitality Management, 31(2), 529-534.
Van der Merwe, K., & Maree, T. (2016). The behavioural intentions of specialty coffee
consumers in South Africa. International Journal of Consumer Studies, 40(4), 501–508. https://doi.org/10.1111/ijcs.12275.
Yan, X., Liu, H., Xin, G., Huang, H., Jiang, Y., & Guo, Z. (2021). Research on real-time elimination of ultra-wideband radar ranging abnormal value data. Geoscientific Instrumentation, Methods and Data Systems, 10(2), 153-160.
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2022-07-08
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