The trend of Women Enjoying Coffee; Coffee Shop Consumption Behaviour Model During the Pandemic and After the Covid-19 Pandemic Based on the Theory of Planned Behaviour

Abstract

Covid-19 is a challenge that must be faced by businesses. When the pandemic occurred in Indonesia, every business person needed to maintain the resilience of the business being managed Not only coffee shops, the pandemic has also affected the behavior of coffee consumers. So this study aims to determine consumer behavior, especially women towards coffee during the pandemic and after the pandemic. This study uses a quantitative research method, which can be counted using statistical methods. Data collection was carried out by distributing questionnaires in 2020. The results showed that women's consumption attitudes related to coffee during the pandemic were significantly influenced by the variables of apathy, perceived control, and intention to behave. The most visible difference in consumer behavior is the reduction in female consumers coming directly to coffee shops due to the pandemic. And during the new normal era, the coffee shop was open offline but with limitations. Consumers who come directly to coffee shops need to pay attention to regulations that must be obeyed. During the Covid-19, coffee consumers preferred to order online. And the new normal period did not simply return people's living conditions to normal. Purchasing power for goods and services is very less. This indicates a change in consumer behavior patterns in the new normal era of consuming a product.