STUDY OF COFFEE DRINKING CULTURE IN SEVERAL COUNTRIES IS A MARKET DIFFERENTIATION FOR EAST JAVA COFFEE EXPORT DESTINATION COUNTRIES

Objective – This research is motivated by assessing that the culture of drinking coffee in
several countries has its own way and coffee also has its own taste. Studying the cultures
of various countries shows market differentiation, you can grouping the cultures from these
differences to become similar culture of the countries, in order to do International
Marketing easier.
Design/Methodology/Approach – The research technique was carried out using a
normally distributed data technique with Pearson correlation and if not normal with
Spearman correlation (the p value used was 0.05). The samples were taken from data of
five large purchasing countries of coffee commodities from East Java Province. These
countries are Egypt, Japan, Philippine, Malaysia and Italy.
Findings – The results of the research show that the trend of East Java's export movement
has a fairly strong correlation with Philippine, The Philippines is a former Spanish colony for
almost 300 years, therefore Spanish culture has a strong influence on lifestyle of Filipino
society. The culture is form a belief and heritage from generation to generation.
Conclusion and Implications – There is a fairly strong correlation looking at the movement
of trends in East Java's export realization and the value of exports to Philippine related to
coffee exports by East Java. Recommendations for this research are for the East Java
Regional Government to develop coffee commodity exports to former Spanish colonies
such as Mexico, Colombia, Cuba, Argentina, Chile, Peru, Ecuador, Venezuela and others.