Exploring Authenticity’s: A Driver of Trust

What is it about?

At the present time, there is intense competition in the coffee industry. To overcome the high competition and maintain consumer loyalty, marketers must consider the unique characteristics of young consumers. This study aims to examine the impact of differences in consumer attitudes based on demographic differences, authenticity, and perceived value on consumer trust in coffee from Indonesia. This study specifically to investigate young Indonesian consumers who come from universities. The sample of respondents in this study was 134, and the analysis was conducted using an ANOVA t-test and multiple regression. According to the study’s findings, perceived value significantly affects trust, but authenticity has no impact on it. In addition, our study showed no difference in consumer attitudes based on coffee consumption patterns. These findings have important implications for marketers in developing effective strategies in the highly competitive coffee industry.

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