PERILAKU KONSUMSI KOPI SEBAGAI GAYA HIDUP BARU PADA KALANGAN MASYARAKAT GENERASI Z DI KOTA PALEMBANG (STUDI DI KEDAI KOPI YXG KOTA PALEMBANG)

ARDENIA, MERLY and Taqwa, Ridhah and Isyanawulan, Gita (2024) PERILAKU KONSUMSI KOPI SEBAGAI GAYA HIDUP BARU PADA KALANGAN MASYARAKAT GENERASI Z DI KOTA PALEMBANG (STUDI DI KEDAI KOPI YXG KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study discusses Coffee Consumption Behavior as a New Lifestyle Among Gen Z Society in Palembang City. The purpose of this study is to determine the form of coffee consumption behavior as a new lifestyle among Gen Z in Palembang City and to determine the factors influencing coffee consumption behavior as a lifestyle among Gen Z. Researchers focus more on observations of Gen Z who visit the YXG Coffee Shop in Palembang. This study uses a qualitative method with a descriptive approach. Data collection methods consist of observation, in-depth interviews with all informants determined purposively, and documentation. This study was analyzed using the theory of consumer society from Jean P Baudillard (1929-2007). The results of this study indicate that the conclusion of consumption behavior as a lifestyle among Gen Z has several main forms: (1) Coffee shops as a gathering place (2) The influence of social media and current trends, and (3) Use of coffee shops as a social identity. Factors influencing coffee consumption behavior as a lifestyle among Gen Z are divided into internal and external factors, where internal factors include Gen Z's personal preferences regarding the preferences and ambience of Gen Z's personal experiences such as the taste of the quality of coffee they like, prices that fit their wallet, location and atmosphere, barista service to customers, namely Gen Z, and the availability of wi-fi as a facility that Gen Z likes. External factors include social and environmental influences such as friends or family and the availability and accessibility of many coffee shops.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Perilaku Konsumsi Kopi, Gaya Hidup, Masyarakat Konsumsi, Gen Z, Kedai Kopi YXG Palembang
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology H Social Sciences > HM Sociology > HM621-656 Culture H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN41-46 Community centers. Social centers
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Merly Ardenia
Date Deposited:	25 Sep 2024 01:48
Last Modified:	25 Sep 2024 01:48
URI:	http://repository.unsri.ac.id/id/eprint/158021

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