Behavior of Purchasing and Consuming Coffee in The Era of COVID-19 Pandemic

Abstract

Modern behavior in the global era had led to higher levels of coffee consumption by both millennial and non-millennial groups. This phenomenon appeared during the COVID-19 pandemic which was increasingly spreading. Therefore, the pandemic has influenced the changing pattern of buying and consuming coffee. The purposes of this research were to identify the lifestyle, the brand equity, the behavioral situation of buying and consuming coffee in millennial and non-millennial groups. The data from the research was collected by distributing online questionnaires to several respondents throughout Indonesia. The research method used multiple linear regression with 220 samples. The results for the millennial group obtained an R-value of 65.9 % and an R-value of 43.4 % indicating that the brand equity and the situation affected the behavior in buying and consuming coffee during the COVID-19 pandemic. Otherwise, the lifestyle had no effect. The results for the non-millennial group obtained an R-value of 65.9 % and an R Square value of 43.4 % indicated that the lifestyle and the situation affected the behavior of buying and consuming coffee during the COVID-19 pandemic c . Otherwise, brand equity had no effect on the behavior of buying and consuming coffee. Keywords: buying and consuming coffee, lifestyle, brand equity, situation