Analysis of Factors Affecting the Behavior of Coffee Shop Consumers in Jambi City

Nainggolan, Saidin and Kernalis, Emy and Carolin, Della Zulia (2022) Analysis of Factors Affecting the Behavior of Coffee Shop Consumers in Jambi City. Randwick International of Social Sciences Journal, 3 (1). pp. 53-60. ISSN 2722-5674

Text T$4_369-Article Text-987-1-10-20220107.pdf Download (2MB)

Abstract

This study aims to analyze the factors that affect the behavior of coffee shop consumers in Jambi City. This research was conducted at a coffee shop in Jambi City. The selection of the location of this study was carried out by purposive sampling method. The data analysis used is primary data with the Structural Equation Partial Least Square Model (SEM-PLS) approach. The results showed the behavior of coffee shop consumers most who visited the coffee shop expressed agreement with the choice and decision in behaving. As many as 57.5% of consumers revealed that they chose the coffee shop because the price offered is affordable, coffee served quality, and it has a good taste, and 55% stated that they buy coffee in the coffee shop because according to their consumption needs, the coffee sold has a strong freshness, and has many flavor variants. Internal factors negatively affect the behavior of coffee shop consumers but not significantly. External factors have a positive effect on consumer behavior. Internal factors and external factors with variable moderation of coffee shop variables have a significant effect on consumer behavior.

Type:	Article
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Nainggolan
Date Deposited:	12 May 2023 01:51
Last Modified:	12 May 2023 01:51
URI:	https://repository.unja.ac.id/id/eprint/48576

Actions (login required)

View Item