Consumer Behavior in Purchasing Ready-to-drink coffee in Tuban Regency

Department of Agribusiness, Universitas Sebelas Maret, Surakarta, 57126, Indonesia

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Abstract

Many people consume coffee as a daily beverage because it has become a common drink alongside mineral water and tea. Instant coffee is a practical product that is ready to consume. One of its variants is ready-to-drink coffee. This type of coffee has become an alternative for consumers, particularly in urban communities, due to changes in their dietary and drinking habits. Most people spend much of their time occupied with work, which limits the time available for preparing beverages. This study examines the differences between brands by researching combinations of variables such as price, taste, aroma, variety, packaging, volume, and promotion. This study examines ready-to-drink coffee products, with brands selected based on the Top Brand Index (TBI) rankings, such as Good Day, Kopiko 78, Luwak White Koffie, and Nescafe. This study chose locations that had not been selected previously, namely in Tuban Regency. Both primary and secondary data were used in this study. The data analysis included: (1) consumer involvement analysis, using Zaichowsky’s method; (2) brand differences analysis, using one-way ANOVA; and (3) consumer behavior typology analysis. The results of the consumer involvement analysis indicate that consumer involvement in the decision-making process for ready-to-drink coffee in Tuban Regency is high, with an average score of 38.75 (>32). Meanwhile, the one-way ANOVA test shows a significant difference between brands, with a significance value of 0.032 (<0.05), indicating that consumers are aware of clear differences among brands. The demand for instant coffee is largely shaped by consumers’ preferences for coffee itself.