PERILAKU PENIKMAT KOPI POUR OVER DI KOTA YOGYAKARTA

The cultivation of coffee plants that began during the Dutch colonial period until now makes Indonesia as one of the 10 largest coffee export countries in the world. The culture of drinking coffee that existed since time immemorial still exists today. Coffee brewing techniques over time continue to develop, starting with manual methods such as tubruk and pour over to use a coffee machine. The development of the times does not reduce the number of coffee connoisseurs themselves. This study aims to find out the influence of coffee connoisseur profile factors, marketing mix factors and service quality factors on the behavior of coffee connoisseurs pour over in the city of Yogyakarta. The location of the study at three cafés (taverns) that have been determined with the number of respondents as many as 50. Data collected through the dissemination of questionnaires, interviews and observations are further analyzed. Profile factors consisting of gender, occupation and income have an influence on the behavior of coffee connoisseurs pour over in the city of Yogyakarta, while the profile factor (age, region of origin and marital status) has no effect. Profile factors, marketing factors and service quality factors are in response to the behavior of coffee connoisseurs pour over in the city of Yogyakarta.