The Indonesian coffee consumers perception on coffee quality and the effect on consumption behavior

Abstract The main issue of coffee commodity in Indonesia besides productivity is quality consistency. Defective has a low level as well selling value and potentially detrimental for the industry. However, despite its potential impact on consumption behavior, study based Indonesian consumer perspectives still limitedly published. This aimed to investigate perception effect behavior. was conducted using an online survey communities involving consumers, more experienced consumers such farmers, barista, Q-graders coffee-based entrepreneurs Indonesia. data analyzed descriptive analysis, Cochran Q test post hoc analysis XLSTAT software further visualized Displayr software. result indicated that even though there were some similarity or agreement, might perceive differently. Those perceptions drive their different behavior