Abstract
Coffee consumption is increasing because many types of coffee are circulating, such as instant coffee among the public. The instant coffee studied in this study is the Iwan Fals edition of instant coffee. This study aimed to analyse the lifestyle and effectiveness of instant coffee advertising on instant coffee consumption among peri-urban farmers in Bogor Regency. This study used a cross-sectional study design located in Cibungbulang District, Bogor Regency. The location was chosen purposive because it is a peri-urban area that has more than 20% of agricultural land. A total of 100 respondents in this study were selected using a purposive sampling method with the criteria of a farmer and in the last 12 months consuming and viewing Iwan Fals edition coffee advertisements. The results of this study found that the maker's lifestyle is the most (32%) owned by the respondents. The effectiveness of instant coffee advertising in this study is included in the effective category (3.54). The results showed a relationship between gender, believing lifestyle, trying hard lifestyle with instant coffee consumption. The influence test results found an influence of male gender and lifestyle beliefs on instant coffee consumption. In general, respondents are classified as effective in consuming coffee because of their lifestyle and increase energy.
Highlights
IntroductionThe increase in coffee production can be seen from the increasing number of land areas and Indonesia's coffee industry development
In the last decade, there has been an increase in national coffee production
All respondents in this study amounted to 100 farmers in Cibungbulang District who had drunk instant coffee and had seen instant coffee advertisements (Iwan Fals edition) within the last 12 months
Summary
The increase in coffee production can be seen from the increasing number of land areas and Indonesia's coffee industry development. In Indonesia, the increase in coffee area from 2011 to 2016 was in line with the increase in coffee production (Ministry of Agriculture, 2017). The Ministry of Industry (2016) explains that national coffee consumption has grown by 10% per year for the last ten years, even though world consumption growth is only 2.5%. This is in line with Swastika (2012), which says that Indonesian people's consumption of coffee has increased rapidly by 98% in the last ten years. The increase was due to changes in people's social patterns in drinking coffee, the increasingly affordable price of coffee, and the practicality of drinking coffee
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