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October 2, 2025Journal of Agricultural and Rural EconomyOpen Access

Consumer Behavior Analysis of Local Ground Coffee Using the Multi-Attribute Fishbein Model Approach

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Authors

SSSandiwan SihombingRBRedy BadrudinAIAndi Irawan

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Overview

Analysis reveals consumer attitudes toward Cang Eng and Cap Jempol coffee brands, suggesting family influence shapes purchasing behavior.

Key Points

  • Consumer attitudes toward Cang Eng coffee are very positive, and taste is the key factor driving preference.
  • Cap Jempol coffee has a positive consumer attitude, primarily influenced by its location in the local market.
  • External factors, especially family influence, significantly shape subjective norms and purchasing decisions for both brands.
  • Cang Eng coffee outperforms Cap Jempol in consumer behavior ratings, highlighting its competitive advantage in the market.

Cite This Study

Sihombing et al. (2025) studied this question.

synapsesocial.com/papers/68de6f3a83cbc991d0a2293ahttps://doi.org/10.11594/itp.2025.v1i1.67-82
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