DETERMINANTS OF COFFEE CONSUMPTION BEHAVIOUR AMONG EMPLOYEES IN UITM DUNGUN
DOI:
https://doi.org/10.35631/JTHEM.1145022Keywords:
Advertisement, Coffee, Coffee Consumption Behaviour, Employees, Perceived Quality, Price, TrendAbstract
Coffee is one of the most widely consumed beverages in the world, including in Malaysia. This research explores the relationship between several variables, such as price, perceived quality, advertisement, and coffee consumption behaviour among academic and non-academic employees in Universiti Teknologi MARA (UiTM) Dungun. Employing a quantitative research design, with data from 231 respondents were collected using a self-administered questionnaire through an online platform, face-to-face data collection, QR codes, and printed copies and were analysed using SPSS through a reliability test, descriptive analysis and correlation analysis. The results show that all three determinants have a significant influence on coffee consumption behaviour with perceived quality being the strongest contributor. The model explained 24.7% of the variation in coffee consumption behaviour. The findings indicate that consumer consumption behaviour is influenced not only by price and advertisement but also by the quality of the product they provide. The valuable insight from this research will benefit the coffee business as they can understand the determinants influencing coffee consumption behaviour among the employees. Future studies might explore other geographical areas, variables and a higher level of coffee drinkers.
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