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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Wida Praditasari
Universitas Negeri Surabaya
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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Consumer Preferences at Coffee Shops in Surabaya: Education, Income, and Perceptions of Taxes Wida Praditasari; Mohammad Wasil
Formosa Journal of Multidisciplinary Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v5i4.46

Abstract

This study examines the influence of education level, income, and consumer perception on tax coffee shop on consumer preferences in choosing coffee shop in Surabaya City. Primary data from 335 respondents were analyzed using binary logistic regression. The results showed that education level and income had no significant partial effect, while consumer perceptions of taxes did not coffee shop has a significant positive effect. This finding confirms that consumer acceptance of the tax component in the final price is more decisive in determining the choice coffee shop rather than demographic background. The implication is that businesses need to clarify pricing and tax information, while local governments need to strengthen consumer tax literacy.
Co-Authors Wasil, Mohammad