KOPI, RASA, DAN GENERASI Z: HUBUNGAN CITA RASA TERHADAP MINAT BELI KOPI ARABIKA JAVA COFFEE ESTATE DI MALANG

This study aims to find out how the taste of Java Coffee Estate's Arabica coffee affects the Buying Interest of Generation Z in Malang. The population in this study is Generation Z (Gen Z) aged 18-30 years in Malang. A total of 30 Generation Z panelists who regularly consume coffee and like high-end coffee were involved in this study using purposive sampling techniques. The research used a quantitative approach with the One Shot Case Study Experiment method and data analysis was used using SPSS. The overall results of the experiment with the One Shot Case approach, as well as descriptive analysis, Mean Comparison Test (One Sample T-Test), and simple linear regression showed that Generation Z in Malang was high in buying interest.This study aims to find out how the taste of Java Coffee Estate's Arabica coffee affects the Buying Interest of Generation Z in Malang. The population in this study is Generation Z (Gen Z) aged 18-30 years in Malang. A total of 30 Generation Z panelists who regularly consume coffee and like high-end coffee were involved in this study using purposive sampling techniques. The research used a quantitative approach with the One Shot Case Study Experiment method and data analysis was used using SPSS. The overall results of the experiment with the One Shot Case approach, as well as descriptive analysis, Mean Comparison Test (One Sample T-Test), and simple linear regression showed that Generation Z in Malang was high in buying interest.