Economics and management of enterprises

Labeling local brand to increase coffee shop visits during the COVID-19 pandemic

Economic Annals-XXI

Economic Annals-ХХI: Volume 188, Issue 3-4, Pages: 149-157

Citation information:
Susminingsih, Alias, N., Supriyanto, A. S., Kanafi, I., & Subiyadi, A. (2021). Labeling local brand to increase coffee shop visits during the COVID-19 pandemic. Economic Annals-XXI, 188(3-4), 149-157. doi: https://doi.org/10.21003/ea.V188-18

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Susminingsih
PhD (Islamic Economics),
Associate Professor,
Department of Economy,
Faculty of Islamic Business and Economy,
Institute Agama Islam Negeri Pekalongan
9 Kusuma Bangsa Str., Panjang Baru,
Pekalongan Utara, Kota Pekalongan,
Jawa Tengah, 51141, Indonesia
behnoush.hamdel@gmail.com
ORCID ID: https://orcid.org/0000-0001-6645-1689

Norma Alias
PhD (Mathematics),
Professor,
Department of Mathematical Science,
Faculty of Science,
University Technology Malaysia
Sultan Ibrahim Chancellery Building,
Jalan Iman, Skudai, Johor, 81310, Malaysia
normaalias@utm.my
ORCID ID: https://orcid.org/0000-0002-1855-1375

Achmad Sani Supriyanto
PhD (Islamic Economics),
Lecturer,
Department of Economy,
Faculty of Economy,
Universitas Negeri Malang
50 Gajayana Str., Dinoyo, Kec. Lowokwaru,
Kota Malang, Jawa Timur, 65144, Indonesia
sani_achmad@manajemen.uin-malang

Imam Kanafi
PhD (Islamic Theology),
Lecturer,
Department of Theology,
Faculty of Islamic Theology,
Institute Agama Islam Negeri Pekalongan
9 Jl. Kusuma Bangsa Str., Panjang Baru, Pekalongan Utara,
Kota Pekalongan, Jawa Tengah, 51141, Indonesia
imam.kanafi@iainpekalongan.ac.id
ORCID ID: https://orcid.org/0000-0003-0816-0167

Ahmad Subiyadi
PhD (Islamic Studies),
Lecturer,
Department of Islamic Studies,
Faculty of Islamic Education,
Institute Agama Islam Negeri Pekalongan
9 Kusuma Bangsa Str., Panjang Baru, Pekalongan Utara,
Kota Pekalongan, Jawa Tengah, 51141, Indonesia
ahmad.subiyadi@iainpekalongan.ac.id
ORCID ID: https://orcid.org/0000-0002-6274-9469

Labeling local brand to increase coffee shop visits during the COVID-19 pandemic

Abstract. The COVID-19 pandemic period has become a distraction and a challenge for the café business due to physical restrictions and large numbers of employees working from home. This research aims to describe how local labeling brands can increase coffee shop visits during the COVID-19 pandemic in Indonesia. While conducting this research, the authors used a quantitative approach. The population are the consumers who come to local coffee shops. The research samples were chosen by purposive and accidental sampling. A total of 758 respondents responded and sent questionnaires back via email and WhatsApp in 2020. The analysis was conducted by using the statistical software SPSS 26 and the AMOS 23 version to identify the relationship between the variables. The research proves that Indonesian coffee brands are well known. The local culture of coffee drinking has transformed from daily activity into popular culture. The quality of coffee, the psychological effects, and the performance of the café influence consumer intentions to visit coffee shops. Local coffee shops have become a preference for consumer visits.

Keywords: Local Brand; Coffee Shop; Performance; Coffee Shop Visits; Pandemic; COVID-19

JEL Classifications: L32; L51; I10

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V188-18

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Received 6.02.2021
Received in revised form 24.03.2021
Accepted 29.03.2021
Available online 10.05.2021

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