* Corresponding Author
Millennials' Consumer Behavior in the Coffee Agroindustry: The Effect of Consumer Attitudes on Purchasing Decisions
https://doi.org/10.22146/agritech.66577 Dyah Ismoyowati(1*), Shafira Wuryandani(2), Fadhila Kurnia Wijayanti(3)
(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Jl. Flora No. 1, Bulaksumur, Yogyakarta 55281
(2) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Jl. Flora No. 1, Bulaksumur, Yogyakarta 55281
(3) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Jl. Flora No. 1, Bulaksumur, Yogyakarta 55281
(*) Corresponding Author
Abstract
Enjoying a good cup of coffee is gaining popularity among Indonesian millennials, particularly in metropolitan areas, with an annual growth rate of 6% in the last decade. Therefore, this study aimed to provide information for adjusting coffee shop marketing strategies by estimating the influence of consumer attitudes, in particular, motivation and perception, and lifestyle, on their purchasing decisions. We sampled 153 individuals (majorly aged 25 to 27 years, with a slight bias toward females) in Yogyakarta, Java, using an online survey with 33 questions on consumer attitudes, along with four demographic questions. The responses were converted to a Likert score and analyzed using multiple linear regression. Our results demonstrate that the consumer attitudes investigated collectively explained ~41%, with motivation and perception being the dominant factor (F = 51,401 ; p < 0.05). It showed that motivation and perception, and lifestyle variables significantly affected coffee shop purchasing decisions among millennials in Yogyakarta. At the same time, the F test revealed that they had a combined effect significantly. Therefore, coffee shop owners must consider consumers' motivation and perception, and lifestyle to increase millennial coffee shop consumers' loyalty in Yogyakarta.
Keywords
Full Text:
PDFReferences
Coderoni, S., & Perito, M. A. (2021). Approaches for reducing wastes in the agricultural sector. An analysis of Millennials' willingness to buy food with upcycled ingredients. Waste Management, 126(November 2020), 283–290. https://doi.org/10.1016/j.wasman.2021.03.018
Dian, N. F., & Artanti, Y. (2013). Ppengaruh Kelompok Acuan dan Atmosfir Restoran Terhadap Keputusan Pembelian Konsumen Starbucks Coffee. Jurnal Ilmu Manajemen, 1, 414–427.
Fardani, A. N. (2013). Analisis Pengaruh Kualitas Pelayanan, Harga, Dan Promosi Terhadap Kepuasan Pelanggan Dyriana Bakery & Café Pandanaran Semarang. Skripsi, 1–75.
Firmansyah, T. A. (2020). Analisis Kepuasan Konsumen terhadap Kedai Kopi di Kota Malang.
Fitriani, R. F. L. (2020). Gelombang Kopi Generasi Milenial di Kota Bandung. Bandung.
Indrasari, S. D., Wibowo, P., & Purwani, E. (2010). Evaluasi Mutu Fisik, Mutu Giling, dan Kandungan Antosianin Kultivar Beras Merah. Jurnal Penelitian Pertanian Tanaman Pangan, 29(1).
International Coffee Organization. (2019). Total production by all exporting countries. Retrieved from http://www.ico.org/prices/po-production.pdf
Jeffrey, A., Staeheli, L. A., Buire, C., & Čelebičić, V. (2018). Drinking coffee, rehearsing civility, making subjects. Political Geography, 67, 125–134. https://doi.org/10.1016/j.polgeo.2017.09.013
Kabalmay, Y. A. D. (2017). Gaya Hidup Remaja Perkotaan.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Pearson Edition Limited.
Kurniawan, A., & Ridlo, M. R. (2010). Perilaku Konsumtif Remaja Penikmat Warung Kopi. Jurnal Sosiologi DILEMA, 32(1), 9–21. Retrieved from http://arxiv.org/abs/1011.1669%0Ahttp://dx.doi.org/10.1088/1751-8113/44/8/085201%0Ahttps://jurnal.uns.ac.id/dilema, Jurnal
Licsandru, T. C., & Cui, C. C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, 261–274. https://doi.org/10.1016/j.jbusres.2019.01.052
Montaño Moreno, J. J., Palmer Pol, A., Sesé Abad, A., & Cajal Blasco, B. (2013). Using the R-MAPE index as a resistant measure of forecast accuracy. Psicothema. https://doi.org/10.7334/psicothema2013.23
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen (2nd ed.). Bandung: Erlangga.
Ng, E. S. W., & Johnson, J. M. G. (2015). Millennials: Who are they, how are they different, and why should we care? In The Multi-generational and Aging Workforce: Challenges and Opportunities. https://doi.org/10.4337/9781783476589.00014
Pramatatya, V., Najib, M., & Nurrochmat, D. R. (2004). Pengaruh Atmosfer Kedai Kopi Terhadap Emosi Dan Keputusan Pembelian Ulang. Jurnal Manajemen Dan Agribisnis, 12(2). https://doi.org/10.17358/jma.12.2.126
Sánchez-Bravo, P., Chambers V, E., Noguera-Artiaga, L., Sendra, E., Chambers IV, E., & Carbonell-Barrachina, Á. A. (2021). Consumer understanding of sustainability concept in agricultural products. Food Quality and Preference, 89(November 2020). https://doi.org/10.1016/j.foodqual.2020.104136
Setiadi, N. J. (2015). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. Jakarta: Kencana.
Solikatun, S., Kartono, D. T., & Demartoto, A. (2018). Perilaku Konsumsi Kopi Sebagai Budaya Masyarakat Konsumsi (Studi Fenomenologi Pada Peminum Kopi Di Kedai Kopi Kota Semarang). Jurnal Analisa Sosiologi, 4(1).
Ursachi, G., Horodnic, I. A., & Zait, A. (2015). How Reliable are Measurement Scales? External Factors with Indirect Influence on Reliability Estimators. Procedia Economics and Finance, 20(March), 679–686. https://doi.org/10.1016/s2212-5671(15)00123-9
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers' Conscious Experience in a Coffee Shop. Procedia Manufacturing, 3. https://doi.org/10.1016/j.promfg.2015.07.283
DOI: https://doi.org/10.22146/agritech.66577
Article Metrics
Abstract views : 1943
| 
views : 1706
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Shafira Wuryandani, Dyah Ismoyowati, Fadhila Kurnia Wijayanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
agriTECH has been Indexed by:
agriTECH (print ISSN 0216-0455; online ISSN 2527-3825) is published by Faculty of Agricultural Technology, Universitas Gadjah Mada in colaboration with Indonesian Association of Food Technologies.