P-ISSN: 2827-9832
E-ISSN: 2828-335x
http://ijsr.internationaljournallabs.com/index.php/ijsr
573
CONSUMER DECISIONS IN PURCHASING COFFEE DRINKS AT
HUMBLE SALATIGA SHOP DURING THE COVID-19 PANDEMIC
Arinta Rambu Juni Rana, Lasmono Tri Sunaryanto
Faculty of Agriculture and Business, Agribusiness study program, Universitas Kristen Satya Wacana
522016055@student.uksw.edu, lasmono.sunaryanto@uksw.edu
ABSTRACT
This study aims to: Find out consumers' decision-making in buying coffee drinks at humble shops. This type
of research is descriptive qualitative. Participants were selected based on 3 criteria, namely consumers who
bought coffee drinks for a period of 2-3 times or even more in a month, loyally recommended to their
friends or family, and would remain loyal to shopping at humble shops. Data analysis techniques in this
study include (1) data reduction (2) data presentation (3) verification and (4) drawing conclusions. The
results showed that: 1) The Covid-19 pandemic is not a problem for consumers at Kedai Humble, and the
presence and absence of the Covid-19 pandemic is not a threat to loyal consumers at Kedai Humble.
Consumers will continue to shop offline at Humble stores while still complying with health protocols that
have been set by the government 2) stages of consumer purchasing decision-making, namely problem
recognition, information search, alternative evaluation and purchase decisions 3) Factors that influence
consumer decisions, namely relatively affordable prices and local environmental conditions that make them
comfortable.
Keywords: Consumer purchasing decisions, Factors influencing purchasing decisions, consumers
This article is licensed under CC BY-SA 4.0
INTRODUCTION
The Covid-19 pandemic has caused panic and anxiety at all levels of society around the
world, including Indonesia. Covid-19 in Indonesia was announced by the government for the
first time in early March 2020 regarding the presence of Indonesian citizens who were positive
for this virus (Kamagi et al., 2021). The Covid-19 pandemic has hampered mobility at the
level of our society. The inhibition of these activities is due to the government's policy to carry
out large-scale social restrictions (PSBB).
In carrying out the Covid-19 pandemic health protocol which has an impact on consumers'
decisions in buying coffee drinks, coffee fans must reduce activities in groups in shops or cafes,
they can no longer hang out together in coffee shops as usual, after the large-scale social
restriction policy (PSBB) (Rahutami, n.d.). Based on the existing background, this research
focuses on consumers' decisions in buying coffee drinks in the era of the Covid 19 pandemic
Purchasing decisions are a decision-making process for consumers who will make
purchases that combine knowledge to choose more than two alternative choices. It consists of
several stages, namely problem recognition, information search, alternative evaluation,
purchasing decisions and post-purchase behavior (Hutagaol, 2019). The decision was made by
choosing one of several existing alternatives. A purchasing decision involves a sequence of
choices formed by the consumer before making a purchase that begins after he or she has the
will to meet the need. Consumers must make decisions regarding where to buy, what they want,
model, number of purchases, time to buy, amount of money to spend and payment methods
(Hanaysha, 2018).
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19 Pandemic
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Purchasing decisions are influenced by lifestyle which is a picture of a person's behavior,
pattern or way of life that shows how a person's pattern in managing his time and money.
Lifestyle affects a person's behavior which ultimately determines a person's consumption
patterns and product quality also affects purchasing decisions because the level of quality of a
product is one that is expected by consumers so that if the quality of the product does not match
what is desired by consumers, it will affect the next purchase (Tirtayasa et al., 2021).
This research was designed to solve the 1st and 2nd problems, namely 1). How do
consumers make decisions about buying coffee drinks at humble shops? 2). What are the
factors that influence consumers' decisions in purchasing coffee drinks at Humble Salatiga
stores? To solve these two problems, research was conducted on consumer decisions in
purchasing coffee drinks at humble salatiga shops during the Covid-19 pandemic.
METHOD
The research was conducted in November 2021. The location of this study was conducted
at the Kedai Humble business place, Sidorejo District, Salatiga City, Central Java Province.
Sampling is carried out purposively by considering that Kedai Humble is a coffe shop business
that is still operating in the era of the Covid-19 pandemic and has quite a lot of visitors today.
This research uses a qualitative method with a descriptive approach, the participant
determination technique used is This research uses 5 participants selected through purposive
which means that data sources or informants are selected through certain considerations so that
they are expected to answer problems in the research (Sugiyono, 2013).
The data collection technique in this study uses primary data sources obtained directly
from the original source in the form of direct interviews with participants in order to obtain
complete data and information that is appropriate to the research focus, then data collection can
be carried out by methods: in-depth interviews and documents (Rukajat, 2018). Data analysis
techniques in this study are: data reduction, data presentation, verification and drawing
conclusions.
RESULTS AND DISCUSSION
Participant Profile Overview
The participants used in the study were 5 (five) people, namely Lerik (P1), Fira (P2), Nana
(P3), Mal (P4), and Nining (P5). Lerik is a 22-year-old college student. In meeting his needs
in drinking coffee, it is done by shopping directly at the Humble shop and this has been done
both under normal circumstances and during the Covid-19 pandemic, while the intensity of
shopping for coffee drinks in a week can be 2-3 times depending on the mood. The 23-year-
old P2 is a student at UKSW. In meeting the need to drink coffee, it is done by visiting directly
at the Humble shop both under normal circumstances and during the Covid-19 pandemic as it
is today, P2 visits and purchases coffee drinks at the Humble shop in 1 month can be 2-3 times.
P3 aged 24 years is a student at UKSW who in meeting the need for coffee is done by visiting
directly at the Humble shop both under normal circumstances and the Covid-19 pandemic as it
is today, P3 made purchases of coffee drinks at the Humble shop in 1 month as many as 3
times. The 23-year-old P4 is a student at UKSW. In meeting the need to drink coffee, it is done
by visiting directly at the Humble shop both under normal circumstances and the Covid-19
pandemic, in 1 month P4 makes purchases of coffee drinks can be 2-3 times. The 23-year-old
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19
Pandemic
575 2, 2., January 2023
P5 is a student at UKSW. In meeting the need to drink coffee, it is done by visiting directly at
the Humble shop both under normal circumstances and during the Covid-19 pandemic such as,
P3 visiting the Humble shop and purchasing coffee drinks in 1 month can be 2-3 times.
Table. 4.1. Identity of the Participant.
Source: Primary Data 2021.
Stages of Consumer Purchasing Decision Making
Purchasing decisions are one way of determining an action in making a decision, there are
several stages before the decision is taken. Consumers first take the initial steps, namely:
consumers need to take time to make routine decisions. According to Maharani (2015) the
consumer decision process has three stages in the purchase decision making process:
a. Information Search
Searching for information is very important before making a purchase process. The search
for information includes about the product or item to be purchased. If these needs are needed,
the consumer is also increasingly active in conducting searches related to the desired
product/item. This was conveyed by Participant 1 (P1) who said that beforemaking the
purchase process first find out information about the products marketed at Kedai Humble, when
they have received extensive information and many PIs will share information about the
products sold by the Humble shop by following IG the Humble tavern and share it again so
that you can dance to other friends to come to the Humble tavern.
O yes, sis, previously I knew the humble shop info from my friend, so after that I was invited
to stop by and enjoy the coffee provided at the Humble shop My friend also showed me the
Humble shop Instagram for me to follow so that I could share the information with other friends
so that friends would also be interested in going to the Humble shop.
(P1-A-TKK- PI-1)
P2 which says that the search for information is important before making a purchase, this is
certainly to make it easier for consumers themselves to decide whether to buy thedesired
product.
Sources
Name
Gender
Age
Work
Intensity of
beverage
shopping
coffee at humble
shop
Participant 1
(P1)
Lerik
Man
22 Years
Student
2-3 times/week
Participant 2
(P2)
Fira
Woman
23 Years
Student
2-3 times/month
Participant 3
(P3)
Nana
Woman
24 Years
Student
2-3 times/month
Participant 4
(P4)
Mall
Man
23 Years
Student
2-3 times/month
Participant 5
(P5)
Sintia
Woman
23 Years
Student
2-3 times/month
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19 Pandemic
576 2, 2., January 2023
"Before making a purchase, I usually follow their social media such as Instagram, so from
there I will get more information, usually like that, so type (P2-A-TKK-P1-4).
A similar thing was conveyed by P3 who said that finding information will be very
important before making a purchase, this is of course to make it easier for consumers
themselves to make the purchase process.
Hmmm, this is not a coincidence when my friend came to the boarding house and he brought
me a coffee drink which happened to be said to be bought at the Humble shop, well after that,
I tried it turned out to be delicious too. From there, I was curious to stop by the Humble shop,
just curious about the place. Now after arriving at Humble's shop, it turns out that the place is
really cool.
(P3-A-TKK- PI-7)
Likewise, P4 said that before doing thep-labeling, first do a search for information about the
Humble shop through IG and ask friends who have been to the shop. This aims to make it easier
to make purchasing decisions.
Yes, usually before making a purchase, I find out first through Kedai Humble's Instagram,
well after that I will know what drinks/foods are marketed at the shop. Usually I also Ask a
friend who has been to the Humble shop to make it easier for me to make purchase decisions.
(P4-B-TKK-PI-10)
P5 said that before making a purchase, first search for information related to the menus
marketed to make it easier when making a purchase.
It just so happens that my residence is near humble tavern sis. Most information I am
looking for is related to what menus are provided. I'm one of those people who often hang out
at the tavern, sis, including for errands. I can't if I only do errands at home, sis, because I get
bored quickly. (P5-B-TKK-PI- 13)
Information search is one of the actions to get as much information as possible related to
the purchase process, when the information is deemed sufficient by consumers, then the
information will be used for the next stage related to the purchase process. This is in line with
Maharani (2015) who said that information search is very important before making a purchase
process, information search includes about the product or item to be purchased. The more
consumers' needs for these products, the more active consumers are to conduct searches related
to the desired product/item.
b. Alternative Evaluation
After conducting an information search process about humble shops, consumers will then
carry out alternative evaluation stages. Consumers will use the information to take action on
purchase decisions. This alternative evaluation relates to the existence of other options/options
such as price comparisons between humble shops and other places of sale of food or drinks, in
this case including place, price and quality. This was immediately revealed by P1 who said that
the evaluation is part of the purchase stage beforem actually decided to make a purchase, when
it has made an evaluation such as a clean place, the taste that suits the desired and also an
affordable price so that of course it will be easier to determine the purchase.
Hmmmm, sis, from the info I got from my friend earlier I was quite satisfied and this made
me interested in going to humble shop to buy coffee, karena incidentally I like to explore coffee
places kak hehe. But it is true that after I tasted the coffee at the Humble shop, it turned out to
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19
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577 2, 2., January 2023
be delicious and the taste was in accordance with what I liked, the price was also affordable
and the place was clean. That's it from me, sis.
(P1-A-TKK-EV-2)
This was also conveyed by P2 who said that before making the purchase process, first
evaluate information related to the location such as a comfortable place, and the quality of the
appropriate product so that it will be easier to determine the next purchase.
After getting the information and stopping by the Humble shop I usually do an evaluation.
For example, after drinking the coffee that I have ordered and tasted, from here I can consider
if the coffee fits my tongue or where it makes comfortable, this is what actually helps or makes
me; whether I still make the Humble tavern my hangout or ga.
(P2-A-TKK-EV- 5)
P3 said that before making the purchase process, what is done is to evaluate the information
that hasbeen obtainedfrom the search for information to make it easier to determine the next
purchase.
Yes, this Humble shop seems to me to be very recommended to make tasks, especially while
drinking coffee, plus there is a game that has its own selling power to attract other customers.
(P3-A-TKK-EV- 8)
The same thing was also conveyed by P4 who said that before making the purchase process,
what is done is to evaluate information related to places, products and prices to make it easier
to buy.
Yes, usually before I go to a café or shop, usually the information that has been obtained
will beobtained by me, for example, related to places, products, prices, well when I get
information that is really felt to be enough, it will be easier to make purchases usually like that.
(P4-B-TKK-EV-11).
P5 which says that before making the purchase process, first evaluate the information that
has been obtained to make it easier to make the next purchase.
Yes, that's usually it, sis. Incidentally, as I said earlier (I've been there many times) so I'm
very compatible and safe with every product provided at the Humble shop including the coffee.
(P5-B-TKK-EV-14).
Alternative evaluation is an important part before actually deciding to make a purchase
process, by first evaluating the information that has been obtained, of course this will make it
easier for consumers to make purchases using existing information. This is in line with
Suhartini et al (2020) who said that conducting evaluations related to the information that has
been obtained is very important because the information is used to decide the stages of
purchase, so it must be absolutely accurate so that the information can be used if you want to
carry out the next purchase process.
c. Purchasing Decisions
Purchasing decisions are stages carried out by consumers when they will actually carry out
the process of purchasing the desired product or item. This was immediately conveyed by P1
who said that when they got enough information, they could make a decision to make a
purchase and make the Humble shop a favorite hangout.
Yes, that's right, because for me the price is affordable and the comfortable place makes me
to continue to like the Humble shop and the Humble shop has become my favorite hangout
place. (P1- A-TKK-KP-3)
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19 Pandemic
578 2, 2., January 2023
A similar thing was conveyed by P2 that when you have obtained information related to
product prices and comfortable environment, it will be easier to decide on the next purchase
I usually make a purchase right away, if you have got information about the price of the
product and the place of the Humble shop, because the quality and comfortable place in my
opinion affects whether I will still stop by the Humble shop. (P2-A-TKK-KP-6)
P3 said that the Humble shop has its own charm and good service this allows consumers to
continue shopping at the Humble shop.
A place that has its own marketability is unlikely to not make me and other friends to
continue to stop by the Humble shop. Besides that, the service here is also good. (P3-A-TKK-
KP-9)
P4 which says that when you have obtained information related to price and place, it will be
easier to decide on a purchase.
"Yes, it's true that if you have information related to prices and places, I think it's enough
for me to make a decision to make a purchase, usually like that." (P4-B-TKK-KP-12)
The same thing is also conveyed by P5 that when you have got a match with the place and
quality of the product, it will be easier to decide on a purchase.
Yes, that's right. If it fits the place that makes it comfortable in addition to the quality of the
product, I usually don't think long to buy the product and hang out there, sis. (P5-B-TKK-KP-
15)
Based on the three stages (3) of consumer purchasing decisions above, it is known that
before making the purchase process consumers will first look for information and collect as
much information as possible related to prices and the environment at humble shops. After
searching for information, consumers evaluate the place/product marketed by the Humble shop
to make it easier in the decision-making stage. From the results of research that researchers
have done, it was found that there was a significant influence in the decision-making process
to choose a Humble shop to be the participant's destination shop/café, namely:
1. Price
One of the main factors for buying a product or item is price. Price is part of the buying and
selling process if the price is too expensive, of course, consumers will not buy the product or
item, it could be that consumers are likely to look for a business or store that can provide
affordable prices. Kedai Humble is a café / shop whose quality and price of food or drinks
offered are affordable in all circles. This was immediately revealed by P1 who said that the
price and quality of food/drinks are relatively more affordable so that for consumers who are
looking for quality, of course, at Kedai Humble.
If it is for the price of coffee drinks in the Humble Shop. the price is worth it si kak with the
same food and drinks served, so it is also suitable for our pockets (P1-A-FMKK-H-16)
A similar thing was conveyed by P2 who said that the price of coffee drinks owned by the
Humble shop does not drain the pocket and can be reached by students, so for consumers who
are looking for prices that do not drain the pocket, one of them is at the Humble Shop which
provides various types of drinks and snacks that can be purchased by consumers at relatively
more affordable prices.
When talking about the price of coffee drinks at Kedai Humble, yes, it doesn't drain your
pockets, the price is arguably affordable, yes, the price of students is brother hehe. (P2-A-
FMKK-H- 18)
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The same thing was also conveyed by P3 who said that the price of Kedai Humble's coffee
drinks is relatively cheaper and affordable for all circles.
The price of drinks at the Humble tavern is cheap.
(P3-A-FMKK-H-20)
Similarly, P4 said the same thing that the price of coffee drinks offered by Kedai Humble is
relatively cheaper and affordable for all circles, both employees and students.
"When it comes to the price of coffee drinks in the Humble shop, it's still relatively cheap,
the price is still worth it for the students, so you can say that this is one of the recommended
places for those who like a quiet atmosphere and cheap coffee drink prices.
(P4-B-FMKK-H-22)
P5 said that the price of Humble Shop's coffee drinks is recommended so that for consumers
who are looking for affordable prices and a cool environment, Humble shops can be used as
destination shops.
The price is really recommended, sis, it is added again for those who like a cool atmosphere.
(P5- B-FMKK-H-24)
2. Milieu
The environment is an important factor in the marketing mix. By creating a comfortable
environment with the facilities that have been provided, it will create an atmosphere that makes
consumers like the shop / coff e e place. This was immediately conveyed n by P1 who said that
the environment in the Humble shop can be comfortable with all the facilities that have been
provided so that we as consumers do not get bored quickly if we want to linger in the Humble
shop.
The environment is really, I think it's delicious, yes, I mean it's not too rame, nor is it too
quiet. Yes, when you want to hang out, you can, sometimes there are hangouts that can't be
made to chat seriously, because it's too rame, maybe here can be an option when you want to
hang out and talk serius. Not only that, here are also provided some of those games that make
us not saturated also if we linger here like the brother. (P1-A-FMKK-L-17)
A similar thing was conveyed by P2 who said that the environment in the Hum ble shop
does not make you bored because there are several game facilities to play that make consumers
not easily saturated / bored at the Humble shop.
The environment doesn't make you bossy because there isa game. To hang out and talk
seriously is also cool because sometimes there are hangouts that can't be used to chat seriously,
because it's too crowded and so on. But if it's delicious here, it's delicious. maybe here can be
an option when you want to hang out and talk seriously and also provide some of it that makes
us not bored / bored Mbak (P2-A-FMKK-L-19)
P3 says that the neighborhood at the Humble tavern is a great choice for those who also
want to do assignments and other discussions.
The environment in the humble tavern is the right choice for doing assignments because
other students also do a lot of assignments and other discussions. In addition to students, there
are also employees and lecturers who have time to hang out at the Humble shop so that's what
makes it exciting and fun.
(P3-A- FMKK-L-21)
Consumer Decisions in Purchasing Coffee Drinks at Humble Salatiga Shop During the Covid-19 Pandemic
580 2, 2., January 2023
A similar thing was conveyed by P4 who said that the comfortable environment at Kedai
Humble with several facilities that have been provided makes consumers not easily saturated /
bored if they want to linger in the Humble shop.
"The environment is comfortable, it doesn't make you feel like you. kalua to hang out and
talk seriously like Mbak, sometimes there are hangouts that can't be made to chat serius,
because it's too rame. But if it's delicious here, it's delicious. maybe here can be an option when
you want to hang out and talk seriously and also provided some games so that we don't get
bored easily. (P4-B-FMKK-L-23)
The same thing was immediately conveyed by P5 who said that the environment in the
Humble tavern is not too crowded and not too quiet and can be used as a place for discussion.
The environment is really, I think it's delicious and not too rame, it's also not too quiet, so
if the discussion in the Humble shop is not fast, it makes you saturated.
(P5-B-FMKK-L-25)
Based on research conducted by researchers, it was found that in the stages of purchasing
decisions including fakto r-factors that influence purchasing decisions include: product prices
and safe and comfortable environmental conditions for consumers. This is supported by Kotler
& Keller (2009) who stated that price is one of the most influential in the world of buying and
selling, when the price is too expensive consumers will automatically reconsider whether to
buy the item or not and it will affect consumer satisfaction with the goods they buy. Consumers
will dare to pay for expensive goods if consumers assess the expected satisfaction contained in
the goods they buy. Conversely, if consumers rate satisfaction with the goods as low,
consumers will not buy or are willing to pay for the goods at a high price.
CONCLUSION
The decision making of purchasing coffee drinks at the Humble Salatiga store includes several
stages before the consumer actually decides to buy a desired product: 1) information search,
2) evaluation of alternatives, 3) consumer purchasing decisions. Decision-making made by
consumers in buying coffee drinks at Humble stores is influenced by several factors, namely
price and environment. These factors are obtained significantly by consumer behavior towards
decision making so that consumers have satisfaction in purchasing products based on their
needs. This can also have an impact on the process of selling and repurchasing by consumers.
Suggestion
1. From research, it is hoped that it can become a guideline for doing business in agriculture.
2. Consumers are expected to be more active in finding the desired product information, either
through the Humble shop catalog, IG, Whatsap or through the internet.
3. For consumers to reassure whether the information that has been obtained is really enough
about the place, price and quality so that when making the purchase process will be easier.
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