PREFERENSI GENERASI Z (ZOOOMER) DALAM MENGONSUMSI KOPI RACIK (STUDI KASUS CAFE KOPI TUWO KOTA MALANG)

Alvarohatul Fadillah Mansur, Dwi Susilowati, M. Noerhadi Sudjoni

Abstract


Abstract

The high production of coffee in Indonesia creates a large business opportunity in coffee consumption. Generation Z as the young generation that dominates the population in Indonesia is the main target market. The purpose of this study was to determine the preferences of generation Z at Cafe Kopi Tuwo Malang City in consuming blended coffee. This study uses a case study approach at Cafe Kopi Tuwo located at Jalan Joyo Agung No. KAV 5, Tlogomas, Lowokwaru District, Malang City, East Java 65144. The study was conducted using the accidental sampling method, with a research sample of 100 Cafe visitors. The data analysis method used is conjoint analysis. Based on the results of the analysis, it is known that the preference of generation Z in consuming blended coffee is for blended coffee products with a manual brew type that has a bitter taste paid in cash and is cheap <Rp10,000 and served in dine-in glasses. The highest attribute importance value is the flavor variant attribute so that this attribute is the most important attribute when compared to other attributes in the study.

 

Keywords: Preferences, Generation Z, Consumption, Coffee, Brewing

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References


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