Consumer Preferences at Coffee Shops in Surabaya: Education, Income, and Perceptions of Taxes

Wida Praditasari (Universitas Negeri Surabaya)
Mohammad Wasil (Universitas Negeri Surabaya)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 5 No. 4 (2026): April 2026

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.