Jurnal Mahasiswa Akuntansi Samudra
Vol 3 No 3 (2022)

DO THE PRICE AND TASTE MATTER TO COFFEE DRINKERS?

Ratna Mutia (Department of Economics Education, Universitas Serambi Mekkah, Banda Aceh, Indonesia)
Khairul Aswadi (Department of Management, Universitas Islam Kebangsaan Indonesia, Bireuen, Indonesia)
Martahadi Mardhani (Department of Development Economics, Universitas Samudra, Langsa, Indonesia)
Nasir Nasir (Department of Management, Universitas Serambi Mekkah, Banda Aceh)
Rizka Rizka (Department of Economics Education, Universitas Serambi Mekkah, Banda Aceh, Indonesia)
Zulfikar Zulfikar (Sekolah Menengah Kejuruan (SMK) Negeri 1 Bireuen, Indonesia)

Article Info

Publish Date
15 Aug 2022

Abstract

This article explores several characteristics, such as price and taste, to influence the behavior of coffee drinkers in Banda Aceh City, Indonesia. Using standard multiple regression analysis, it turns out that coffee taste affects coffee drinkers' behavior. On the other hand, the price of coffee drinks does not affect the behavior of coffee drinkers. This study shows that the taste of coffee is more important for coffee customers to decide to drink coffee. Further research is suggested by increasing the number of samples and expanding the study area. An in-depth discussion is highly recommended for debate and practical and theoretical consequences for further study.

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Journal Info
Jurnal Mahasiswa Akuntansi Samudra
Website

Abbrev

jmas

Publisher

Universitas Samudra

Subject

Humanities Economics, Econometrics & Finance Education Social Sciences

Description

Jurnal Mahasiswa Akuntansi Samudra (JMAS) e-ISSN 2797-0086 p-ISSN 2797-0434 is the publication of articles from research and literature review in the field of Economics, especially Accounting. JMAS is available in print and online versions published by the Accounting Study Program, Faculty of ...