Analysis of Consumer Behavior in Making Robusta Coffee Consumption Decisions (Case Study at Café Mozila Jember)

This research aims to determine consumer behavior in making decisions to consume Robusta Coffee. The research location and respondents were determined purposively. There were 45 respondents chosen randomly at Café Mozila Jember. The research was conducted from January to March 2023. The data used was primary and secondary information. This research uses the Chi Square method to analyze data. The research results show that taste quality, price, product quality and employment status have a significant influence on the decision to consume robusta coffee.