The Factors Influencing Contemporary Coffee Consumption in the Pandemic Era

This research was conducted to determine the factors that influence consumer consumption intensity and its impacts on contemporary coffee. Mix-method approach was used by combining interviews, focus group discussion, and an online survey. The data collection process included 10 informants and 214 respondents. The regression result indicated that taste is the only factor that has a significant positive effect on consumer consumption intensity of contemporary coffee consumption. There was, however, a significant difference in contemporary coffee consumption between males and females. This study also offers several recommendations that can be applied by contemporary coffee business owners to maintain and increase consumer interest in their products both during and post-pandemic.