The factors that influence consumption of chocolate drinks in Jember regency

Abstract

Nowadays publics in this millennial era had became gradually aware of the benefits in consuming chocolate product. Chocolate drinks are extensively available in stores, minimarkets, supermarkets, to cafes. Therefore, the most remarkable thing was the model of chocolate beverage provided by cafes. Consumers of chocolate drinks in Jember had different reasons and could be influenced by different variables. The objective of this study was to establish the factors which were influencing cafe consumers in purchasing chocolate beverage in Jember district. The determination of the research area was carried out by using purposive method. The research method used was a quantitative method. The sampling was done by accidental sampling. The data collection method was done by using primary data (observation and questionnaire) and secondary data (documents). Data analysis was presented by using factor analysis. The results showed that all variables influenced the purchase of chocolate baverage in Jember Regency. Those 5 factors are namely: 1. Social, 2. Psychological, 3. Personal, 4. Product, 5. Price and culture.