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All Journal International Journal of Travel, Hospitality and Events
FX Setiyo Wibowo
Udayana University and Sahid Polytechnic
Decision Sciences, Operations Research & Management Education Social Sciences Transportation Other

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Studying the Consumption Behaviour of Generations Y and Z towards Ready-To-Drink Coffee Ramon Hurdawaty; FX Setiyo Wibowo; Reni Sulistiyowaty
International Journal of Travel, Hospitality and Events Vol. 2 No. 1 (2023): International Journal of Travel, Hospitality and Events
Publisher : The Postgraduate School of Tourism Sahid Polytechnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/ijothe.v2i1.220

Abstract

Tujuan: Penelitian ini bertujuan untuk mengeksplorasi perilaku konsumsi baik Gen Y maupun Gen Z terhadap kopi siap minum di Indonesia. Metode penelitian : Penelitian ini merupakan penelitian survey dengan metode kuantitatif. Survei dilakukan terhadap 200 responden yang menggunakan media online dengan mengirimkan kuesioner elektronik yang terdiri dari 16 pertanyaan terkait perilaku konsumsi kopi dan 6 pertanyaan demografis. Hasil dan Pembahasan : Generasi Y dan Z menyukai kopi cold brewed, lebih suka minum kopi di kedai kopi sambil bersosialisasi, membeli kopi dengan kisaran harga tertinggi Rp 20.000-29.000, sering menggunakan delivery service dengan memesan melalui aplikasi. Implikasi : sudah selayaknya pemilik kedai kopi melakukan bauran pemasaran (4P) yaitu produk, promosi, harga dan tempat (bauran distribusi) dengan mengacu pada perilaku konsumsi kopi dari mereka, sehingga keberlangsungan produk siap saji -bisnis minuman kopi bisa tercapai.   Kata kunci: generasi Y dan Z, kopi siap minum, perilaku konsumsi
Studying the Consumption Behaviour of Generations Y and Z towards Ready-To-Drink Coffee Ramon Hurdawaty; FX Setiyo Wibowo; Reni Sulistiyowaty
International Journal of Travel, Hospitality and Events Vol. 2 No. 1 (2023): International Journal of Travel, Hospitality and Events
Publisher : The Postgraduate School of Tourism Sahid Polytechnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/ijothe.v2i1.220

Abstract

Purpose: This study aims to explore consumption behavior both Gen Y and Gen Z towards ready-to-drink coffee in Indonesia. Research methods: This study is a survey research with quantitative method. The survey was conducted on 200 respondents employing online media by delivering electronic questionnaire consisting of 16 questions related to coffee consumption behavior and 6 demographic questions. Results and discussion : Generations Y and Z like cold brewed coffee, prefer to drink coffee at coffee shops while socializing, buy coffee with the highest price range of IDR 20,000-29,000, often use delivery service by ordering through the app. Implication: it is appropriate for coffee shop owners to carry out a marketing mix (4P) i.e. product, promotion, price and place (distribution mix) with reference to the consumption behavior of coffee from them, so that the sustainability of the ready-to-drink coffee business can be achieved.   Keywords: generations Y and Z, ready-to-drink coffee, consumption behavior
Co-Authors Ramon Hurdawaty Reni Sulistiyowaty