COFFEE PREFERENCES AND CONSUMPTION PATTERNS AMONG GENERATION Z IN SURAKARTA
DOI:
https://doi.org/10.47701/wrrjk076Keywords:
Generation Z, Coffee, Consumption Patterns, PreferencesAbstract
Coffee consumption in Indonesia continues to grow,
particularly among Generation Z, in line with changing
lifestyles and the proliferation of coffee shops. The city of
Surakarta is one of the areas experiencing rapid growth in
the coffee shop industry, making it important to understand
Generation Z’s coffee preferences and consumption
patterns. This study aims to analyze Generation Z’s coffee
preferences and consumption patterns in the city of
Surakarta. The study employed a descriptive quantitative
approach using a survey method. Data were collected via a
questionnaire from 30 Generation Z respondents residing in
Surakarta who consume coffee. Sampling was conducted
using accidental sampling, while data analysis utilized
descriptive statistics with percentages. The results show
that, in terms of consumption preferences, 28 respondents
(93%) chose coffee varieties based on their strong and
distinctive flavors. Meanwhile, 21 respondents (70%)
consumed coffee to boost their energy. These results
indicate that flavor and the functional role of coffee in
supporting daily activities are important considerations for
Generation Z when consuming coffee. This study can serve
as a reference for coffee shop business owners in developing
products tailored to the preferences of Generation Z
consumers.
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