From Preference to Purchase: How Value and Product Quality Influence Coffee Consumers

Abstract

This study analyzes the effect of Customer Value, User Preference, and Perceived Product Quality on Purchase Decision of processed coffee products. This research uses quantitative methods with primary data obtained through distributing questionnaires to coffee consumers in the Central Java region. The data were analyzed using descriptive and statistical analysis, including validity, reliability, and multiple regression tests. The results showed that Customer Value, User Preference, and Perceived Product Quality have a significant and positive influence on the Purchase Decision of processed coffee products. This study recommends coffee companies to pay attention to these factors in their marketing and product development strategies to increase customer satisfaction and sales.