Factors Affecting Consumer Decisions in Consuming Coffee in Surabaya, Sidoarjo and Gresik

Abstract

The purpose of this study is to analyse the factors that influence consumers decisions in consuming coffee in Surabaya, Sidoarjo and Gresik. Selected location of the research was chosen purposively, considering that Surabaya, Sidoarjo and Gresik are nearby regions. The sampling technique used in this study is accidental sampling, with the number of respondents as many as 90, with Surabaya as many as 30 respondents, Sidoarjowith30 respondents and Gresik with 30 respondents. The data that has been obtained is then analysed using WarpPLS version 6.0. The results showed that the personal factor variables (age, occupation,income, lifestyle, education), social environmental factors (reference group, family), psychological factors (motivation, perception, attitude), and cultural factors (values, habits, popular culture) can influence consumers decision to buy coffee drinks.