ABSRJ 2023 Volume 14, Number 2

Coffee drinker’s perspectives on MSMEs coffee shops: its capability, innovation capability, and purchasing intentions

Virgo Simamora
Universitas 17 Agustus 1945 Jakarta, Indonesia

Lani Dinana Wijaya
Universitas 17 Agustus 1945 Jakarta, Indonesia



Enhancing information technology (IT) and innovation capabilities is crucial for micro, small, and medium-sized enterprises (MSMEs) in responding to consumer behavioral changes during the coronavirus disease (COVID-19) pandemic. This study is an explanatory study investigating coffee drinkers’ perspectives on the influence of IT and innovation capabilities on their purchasing intentions. The study’s population was unspecified number of coffee drinkers in Indonesia. A purposive sampling technique was used to select a sample of 210 coffee drinkers. This survey is accessible only to those who consume at least one cup of coffee daily. A questionnaire was distributed from March 20 to April 24, 2022 to collect data from the eligible respondent. This study found that coffee drinkers’ purchase intentions to buy coffee from MSME coffee shops were favorably influenced by technological competence. The findings also revealed the influence of innovation capabilities on purchase intentions among coffee drinkers. This study concludes that IT and innovation capability could be a competitive advantage in coping with a difficult time during the COVID-19 pandemic.

Keywords: information technology capability; innovation capability; purchasing intentions; MSMEs

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