SIKAP GENERASI Z TERHADAP EKSISTENSI KEDAI KOPI LOKAL DAN INTERNASIONAL: RISET PERILAKU KONSUMEN BERBASIS VISUAL

Abstract

ABSTRACT
Consuming coffee in coffee shops has become a global phenomenon, while the trend of coffee consumption in coffee shops as a form of social activity is on the rise among Generation Z in the recent years, including in the midst of Covid-19 pandemic. Consumption behavior is influenced to a large extent by the consumers’ external environment, including friends, families, colleagues, and social networks. This study aims to investigate the interest, attitude, and preference of Generation Z in consuming coffee as a form of social activity—in traditionally-styled local coffee shops, modern local coffee shops, and international chain coffee shops. It is a descriptive qualitative study using photo elicitation interview method for data collection. The data was gathered from a series of semi-structured interview questions involving eight Generation Z participants (four males and four females). The study found that the three different types of coffee shops have different sense of existence from the perspectives of the participants. The traditionally-styled local coffee shops are favored by young consumers in search of a vintage atmosphere or experience. Modern local coffee shops tend to be favored by those searching for adequate facilities such as WiFi, a co-working space, and “Instagrammable” appeal. Meanwhile, the international chain coffee shops are less favored by the Indonesian Generation Z in this study due to its high price and sense of high prestige.
Keywords: coffee shop, Generation Z, consumer behavior, photo elicitation, visual research
ABSTRAK
Mengkonsumsi kopi di kedai sudah semakin membudaya, bahkan tren mengkonsumsi kopi di kedai kopi sebagai suatu kegiatan sosial (social activity) semakin marak di kalangan Generasi Z dalam beberapa tahun terakhir, termasuk di tengah pandemi Covid-19. Perilaku konsumsi kopi sangat dipengaruhi oleh lingkungan termasuk keluarga, teman, rekan kerja, serta lingkungan sosial. Penelitian ini bertujuan untuk menelaah ketertarikan, perbedaan sikap dan preferensi Generasi Z dalam mengkonsumsi kopi sebagai aktivitas sosial di kedai kopi lokal tradisional, kedai lokal modern, dan kedai kopi internasional. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode pengumpulan data menggunakan photo elicitation interview. Data dikumpulkan dengan pertanyaan semi-terstruktur yang melibatkan 8 partisipan Generasi Z (4 laki-laki dan 4 perempuan). Penelitian ini menemukan bahwa ketiga jenis kedai kopi memiliki eksistensi yang berbeda dari segi sudut pandang partisipan. Kedai kopi lokal tradisional cenderung diminati oleh partisipan yang mencari suasana atau pengalaman yang vintage. Kedai kopi lokal modern cenderung diminati karena adanya fasilitas yang memadai seperti koneksi WiFi, mendukung konsep co-working space, serta memiliki suasana nyaman dan Instagramable. Sedangkan untuk kedai kopi internasional kurang diminati
dengan alasan harga yang diberikan hanya cocok untuk masyarakat kalangan atas.
Kata Kunci: Kedai kopi, Generasi Z, photo elicitation, perilaku konsumen, riset visual