Generasi Third Wave Coffee: Perspektif Milenial Terhadap Kopi Gelombang Ketiga

Authors

  • Adhi Prakosa

DOI:

https://doi.org/10.37112/bisman.v2i2.443

Keywords:

persepsi kualitas, citra negara asal, kepercayaan, minat beli, third wave coffee

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