How Strongly Do Hedonism and Social Values Influence Consumers' Attitudes and Purchase Intention? Empirical Evidence From Vosco Coffee
Rohima Rohima,
Widiya Dewi Anjaningrum
Abstract:Indonesia has achieved fourth in the global coffee production ranking, witnessing a 4.04% rise in coffee consumption, reaching an unprecedented level of 5 million bags (60 kg each) in 2020/2021. This surge has attracted numerous young entrepreneurs to the thriving coffee industry, especially in the burgeoning coffee shop sector. Cities such as Jakarta, Surabaya, and Medan, as well as educational hubs like Malang, are experiencing a proliferation of coffee establishments, creating new opportunities for the indu… Show more
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