Sri Tjondro Winarno, Darsono, Mohamad Harisudin, Sudiyarto
The purpose of this study is to examine and analyze the factors that influence consumer attitudes (Culture, Personality, Psychology, and Marketing Mix) in buying Robusta coffee processed in East Java. The study conducted in Jember, Lumajang, and Malang Regency which were chosen purposively. The technique of used for determining unit sample was Quota Sampling technique. Each regency has 60 respondents so that total for three regency was 180 respondents. The data type is primary data and secondary data from publications or important notes related to the study theme. Statistical technique uses Structural Equation Modeling with Wrap PLS program, 6.0. The study result proves that cultural variables do not give significant influence to consumer attitude of robusta coffee. While the variable of personality, psychology, and marketing mix have positively significant influence to consumer attitude of robusta coffee processed.