The Indonesian coffee consumers perception on coffee quality and the effect on consumption behavior

Abstract

The main issue of coffee commodity in Indonesia besides productivity is quality consistency. Defective coffee has a low quality level as well as low selling value and potentially detrimental for the coffee industry. However, despite its potential impact on coffee consumption behavior, the study on coffee quality based on Indonesian consumer perspectives is still limitedly published. This study aimed to investigate Indonesian coffee consumer perception on coffee quality and the effect on consumption behavior. The study was conducted using an online survey to coffee communities involving coffee consumers, and more experienced coffee consumers such as farmers, barista, Q-graders and coffee-based entrepreneurs in Indonesia. The data was analyzed for descriptive analysis, Cochran Q test and post hoc analysis using XLSTAT software and further visualized using Displayr online software. The result indicated that even though there were some similarity or agreement, the coffee consumers and more experienced consumers might perceive coffee quality differently. Those perceptions on quality might drive their different behavior on coffee consumption in Indonesia.