PENGARUH GAYA HIDUP DAN PERAN LINGKUNGAN SOSIAL PADA PERILAKU KONSUMSI KOPI - Rasmikayati, Elly; Ernah, Ernah; Hapsari, Hepi; Hanipradja, R.A. Sukma Ayu; Saefudin, Bobby Rachmat (Fakultas Pertanian, Universitas Janabadra, 2024)
Consuming coffee has become part of the lifestyle of Indonesian people, and for some people it has even become an important part of daily life. Students tend to like to spend their time drinking coffee in coffee shops, this is because students can enjoy the time and atmosphere of a coffee shop with their friends. Many students who don't like drinking coffee become interested in drinking coffee because they are carried away by the social environment, especially the influence of their friends. Therefore, this research aims to analyze the influence of lifestyle and the role of the social environment on students' coffee consumption behavior. The research method used was a survey method of 113 respondents. The data analysis tools used are crosstab analysis and chi square test. The results of the research show that the influence of the lifestyle of consuming coffee on students is significantly related to the type of product consumed, the average expenditure on coffee shop style coffee products, the amount of consumption of coffee shop style coffee products, and the frequency of consuming coffee shop style. The role of the social environment in students is significantly related to the average expenditure of sachet instant coffee products, the amount of consumption of sachet instant coffee products, the frequency of consuming sachet instant coffee products, the average expenditure of coffee shop style coffee products, the amount of consumption of coffee shop style coffee products, and frequency of consuming coffee shop style. Keywords: Coffee agribusiness, consumer behavior, correlation. INTISARIMengonsumsi kopi sudah menjadi bagian dari gaya hidup masyarakat Indonesia, bahkan bagi sebagian orang sudah menjadi bagian penting dalam keseharian. Mahasiswa cenderung gemar menghabiskan waktunya ngopi di coffee shop, hal tersebut dikarenakan mahasiswa dapat menikmati waktu dan suasana tempat ngopi bersama rekannya. Banyak mahasiswa yang tidak suka ngopi menjadi suka ngopi karena terbawa oleh lingkungan sosial terutama pengaruh dari lingkungan teman-temannya. Maka dari itu, penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan peran lingkungan sosial pada perilaku konsumsi kopi mahasiswa. Metode penelitian yang digunakan adalah metode survei terhadap 113 orang responden. Alat analisis data yang digunakan adalah analisis crosstab dan chi square test. Hasil penelitian menunjukkan bahwa Pengaruh gaya hidup mengonsumsi kopi pada mahasiswa berhubungan signifikan dengan jenis produk yang dikonsumsi, pengeluaran rata-rata produk kopi ala coffee shop, jumlah konsumsi produk kopi ala coffee shop, dan frekuensi dalam mengonsumsi ala coffee shop. Peran lingkungan sosial pada mahasiswa berhubungan signifikan dengan pengeluaran rata-rata produk kopi instan sachet, jumlah konsumsi produk kopi instan sachet, frekuensi dalam mengonsumsi produk kopi instan sachet, pengeluaran rata-rata produk kopi ala coffee shop, jumlah konsumsi produk kopi ala coffee shop, dan frekuensi dalam mengonsumsi ala coffee shop. Kata kunci: Agribisnis kopi, perilaku konsumen, korelasi.