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.