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      저자 : Ujang SUMARWAN (검색결과 1 건)
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        Influences of Product Attributes and Lifestyles on Consumer Behavior: A Case Study of Coffee Consumption in Indonesia

        Adi Prasetya UTAMA,Ujang SUMARWAN,Arif Imam SUROSO,Mukhamad NAJIB 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.5

        The purpose of this study was to measure the significance and contribution of sensory appeal, lifestyle, and health motive in determining coffee drink consumption. The theory adopted is the SOR (stimulus-organism-response) theory and the AISAS (attention-interestsearch- action-share) model approach. Data was collected online in April–May 2020, and obtained 413 valid respondent data. The data were processed using SEM (Structural Equation Modeling) framework. The results showed that the variable sensory appeal of coffee drinks, lifestyle variables and health motive variables had a significant effect on coffee consumption. Of the 13 hypotheses proposed, nine hypotheses are accepted and four hypotheses are rejected. Sensory appeal has a positive effect on attitude and action of coffee consumption. Lifestyle has a positive effect on attitude, search, and action, whereas health motive has a positive effect on attitude of coffee consumption. Lifestyle variables have the greatest role in determining coffee consumption, followed by health motive variables and sensory appeal of coffee drinks. The SOR theory and the AISAS approach can both be used to analyze coffee drinking behavior. The research suggests that, to increase coffee consumption, a marketing approach should touch the lifestyle of the community and increase the promotion of the health aspects of coffee drinks.

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