Consumer Behaviour of Indonesian Specialty Coffee Drinkers

• Main Author: Izzi Hibaturrahman (19015217), Faris
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27182
• Institution: Institut Teknologi Bandung

The trend of consuming specialty coffee has been increasing due the changing behaviour of coffee drinker <br /> <br /> in Indonesia. And, that can be indicated from significant growth between 1990 and 2018 for coffee <br /> <br /> consumption in Indonesia with percentage of 73%. Also, the coffee preference has change from <br /> <br /> consuming instant coffee to consume specialty coffee, especially due the massive growth of specialty <br /> <br /> coffee shop or café in metropolitan city such as Jakarta and Bandung. Purpose of this study is to get <br /> <br /> insights about the behaviour of specialty coffee drinkers in Indonesia by using Chi-square analysis and <br /> <br /> Cramer’s V test that involved 336 respondents, who were spread out to coffee consumers with age range <br /> <br /> between 16 and 30 years old to fulfil online questionnaires. The output of this research can be concluded <br /> <br /> that most of Indonesian specialty coffee drinkers were have moderate level of dependency while <br /> <br /> consuming specialty coffee with consumers’ personal backgrounds, coffee preferences, and consuming <br /> <br /> motives. Indeed, the analysis of using Chi-square and Cramer’s V test is to establish the foundation about <br /> <br /> specialty coffee research in Indonesia, since there are only few journals that discuss about specialty <br /> <br /> coffee, especially in Indonesia. Thus, result of this research could be basis of further research that conduct <br /> <br /> with more advanced analysis tools.