Coffee Product Survival Strategy Amid Global Economic and Political Uncertainty

Abstract

The purpose of this research was to determine the effect of price and brand awareness partially and simultaneously on the decision to purchase coffee in the city of Parepare. The data analysis method used was descriptive analysis and multiple linear regression analysis using the SPSS 26 application. The population in the sampling used the Roscoe formula in which the number of respondents studied as many as 45 people. Data collection techniques in this study were observation, questionnaires, documentation, and interviews. The results of this study indicated that the price partially had a positive but not meaningful effect on the decision to purchase coffee. Brand awareness partially had a positive but not significant effect on purchasing decisions for coffee. However, simultaneously, price and brand awareness had a constructive and significant effect on purchasing decisions for coffee. This is seen from the F_count value of 17.288 > F_table 3.21. Although the influence of other variables was greater, however, the independent variables, namely price and brand awareness, affect the trials of the dependent variable (purchase decisions) that made coffee products survive amid today’s global economic and political uncertainty.