Generasi Third Wave Coffee: Perspektif Milenial Terhadap Kopi Gelombang Ketiga

  • Adhi Prakosa

Abstract

Industri kopi saat ini memasuki masa-masa gelombang ketiga. Generasi milenial mengalami era ini secara langsung. Penelitian ini mencoba untuk menguji pengaruh persepsi kualitas, citra negara asal, dan kepercayaan terhadap minat beli kopi gelombang ketiga pada generasi milenial. Penelitian ini menggunakan studi empiris dengan menggunakan metode survei kuesioner. Kuesioner secara acak dikirim ke konsumen yang memiliki pengalaman pembelian kopi. Hipotesis diuji dengan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa persepsi kualitas, citra negara asal, dan kepercayaan memiliki keterkaitan dengan minat beli produk kopi gelombang ketiga.

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Published
2019-08-20
How to Cite
PRAKOSA, Adhi. Generasi Third Wave Coffee: Perspektif Milenial Terhadap Kopi Gelombang Ketiga. Bisman (Bisnis & Manajemen): The Journal of Business and Management, [S.l.], v. 2, n. 2, p. 106-118, aug. 2019. ISSN 2614-6592. Available at: <http://ejurnal.unim.ac.id/index.php/bisman/article/view/443>. Date accessed: 17 oct. 2019.
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Articles