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Factors that affect consumers’ decision in purchasing coffee

Author Affiliations

  • 1Department of Agribusiness, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM 21, Sumedang, 45363, Indonesia
  • 2Department of Agribusiness, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM 21, Sumedang, 45363, Indonesia
  • 3Department of Agribusiness, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM 21, Sumedang, 45363, Indonesia
  • 4Department of Agribusiness, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM 21, Sumedang, 45363, Indonesia

Res. J. Recent Sci., Volume 7, Issue (1), Pages 1-6, January,2 (2018)


Total Production of Indonesian coffee is 657,882 tons, 67% for export and the remaining 33 for domestic (AEKI, 2012). Robusta coffee dominate coffee production in Indonesia, from total production 75, 39% is robusta coffee and 24, 61% arabika. Coffee Cconsumption in Indonesia grow from year to year, because Indonesian’s people changing lifestyle. Many people not only old people but also young people relax in coffee shop. Consumer decision in purchasing coffee very important, because the producers can find out what factors to be consideration to buy that product. Age, income, price, experience influence consumer in purchasing coffee. The purpose of this research to find out which dominant factors affect consumers decision. This research is survey, sample is taking 100 consumers by systematic random sampling. The data used are primary data and secondary data, and data is analyzed by path analysis.


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