The Analysis of The Role of Instant Coffee Price and Quality in Consumer Preference and Purchasing Decision, in Malang, Using Partial Least Square Method

Authors

  • Imam Santoso

DOI:

https://doi.org/10.21776/ub.wacana.2017.020.01.2

Keywords:

Price, Quality, Purchasing Decision, Preference

Abstract

Consuming instant coffee has become a culture in various major cities. This can be seen from the greatly increasing numbers of coffee shops as well as coffee drinkers drinking outside their homes. This research is to analyze the role of instant coffee price and quality in consumer preference and purchasing decision. The respondents are 99 out of intendended 100 individuals. Data analysis method used in the research is Partial Least Square (PLS). The Mathematical model formed is Y2 = 0.256 X1 + X2 + 0.719 0.117 Y1. This research shows that the price of instant coffee has influence on consumer preference, however the quality of instant coffee has no significant influence on their preference. Furthermore consumer preference has significant influence in the decision to purchase instant coffee.

Downloads

Published

2017-03-02

Issue

Vol. 20 No. 1 (2017)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
cc_license_120
    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).