Proceedings of the 2nd UPY International Conference on Education and Social Science (UPINCESS 2023)

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Exploring Authenticity’s: A Driver of Trust

Authors
Adhi Prakosa1, *, Galuh Mira Saktiana2
1Universitas PGRI Yogyakarta, Yogyakarta, Indonesia
2Tarumanagara University, West Jakarta, Indonesia
*Corresponding author. Email: adhi@upy.ac.id
Corresponding Author
Adhi Prakosa
Available Online 31 December 2023.
DOI
10.2991/978-2-38476-176-0_5How to use a DOI?
Keywords
authenticity; perceived value; trust
Abstract

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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd UPY International Conference on Education and Social Science (UPINCESS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 December 2023
ISBN
10.2991/978-2-38476-176-0_5
ISSN
2352-5398
DOI
10.2991/978-2-38476-176-0_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Adhi Prakosa
AU  - Galuh Mira Saktiana
PY  - 2023
DA  - 2023/12/31
TI  - Exploring Authenticity’s: A Driver of Trust
BT  - Proceedings of the 2nd UPY International Conference on Education and Social Science (UPINCESS 2023)
PB  - Atlantis Press
SP  - 25
EP  - 32
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-176-0_5
DO  - 10.2991/978-2-38476-176-0_5
ID  - Prakosa2023
ER  -