Characteristics of Generation Z Coffee Consumers in Surakarta: A Study of Behavior and Preferences

Abstract

One of the leading agricultural commodities in Indonesia’s plantation subsector is coffee. Coffee consumption in Indonesia has shown year-over-year growth. The city of Surakarta is an urban area experiencing rapid development in various aspects, including the economy, social life, and the service sector, making it a promising location for the growth of coffee shop businesses. This study aims to analyze the characteristics, consumption behavior, and preferences of Generation Z coffee consumers in Surakarta. The study was conducted in Surakarta using a descriptive quantitative approach via a survey method. Based on the research findings regarding the characteristics of Generation Z coffee consumers in Surakarta, it can be concluded that these consumers are predominantly female, aged 17–21, are college students, and have a monthly income of less than Rp500,000. In terms of purchasing behavior, consumers prefer to make purchases in person (offline) rather than through other methods. Product price is the primary consideration in determining where to make a purchase, with consumers tending to choose coffee offered at relatively affordable prices. Additionally, the majority of consumers prefer their coffee served cold. These findings indicate that the respondents’ coffee consumption preferences are related to demographic characteristics, purchasing power, and considerations