PREFERENSI DAN PERILAKU KONSUMSI KOPI LINTAS GENERASI DI WILAYAH PERKOTAAN

DHIVA ALFIRA ANNUR, . (2026) PREFERENSI DAN PERILAKU KONSUMSI KOPI LINTAS GENERASI DI WILAYAH PERKOTAAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan kedai kopi di wilayah perkotaan Indonesia yang pesat diiringi oleh keragaman konsumen lintas generasi Generasi X, Milenial, dan Generasi Z yang tumbuh dengan latar belakang sosial dan budaya konsumsi berbeda. Dalam konteks pendidikan kesejahteraan keluarga, khususnya konsentrasi Akomodasi Perhotelan, pemahaman terhadap preferensi dan perilaku konsumen menjadi kompetensi penting karena kopi merupakan salah satu produk *food and beverage* (F&B) utama dalam industri perhotelan dan jasa boga. Penelitian ini bertujuan mengkaji perbedaan preferensi dan perilaku konsumsi kopi antara Generasi X, Milenial, dan Generasi Z di wilayah perkotaan. Pendekatan yang digunakan adalah kuantitatif deskriptif-komparatif dengan *quota sampling* terhadap 165 konsumen kopi berdomisili di DKI Jakarta (55 responden per kelompok generasi). Data dianalisis secara deskriptif dan inferensial menggunakan uji One-Way ANOVA dan Kruskal-Wallis. Hasil menunjukkan bahwa dimensi faktor sensorik (rasa, aroma, keasaman, tekstur) tidak berbeda signifikanantar generasi(F = 0,224; Sig. = 0,800), sedangkan dimensi non-sensorik (F = 5,594; Sig. = 0,004), metode pembuatan dan penyajian (F = 23,760; Sig. < 0,001), pola konsumsi (H = 9,800; Sig. = 0,007), dan motivasi konsumsi (H = 6,648; Sig. = 0,036) menunjukkan perbedaan signifikan. Temuan mengindikasikan bahwa preferensi dasar terhadap cita rasa kopi bersifat universal lintas generasi, sedangkan perbedaanantar generasilebih tercermin pada bagaimana kopi dikonsumsi melalui metode penyajian, konteks, dan motivasi konsumsi. Hasil penelitian ini diharapkan menjadi rujukan bagi pelaku industri F&B dan perhotelan dalam merancang menu, metode penyajian, serta strategi layanan kopi yang sesuai dengan karakteristik generasi konsumennya, sekaligus memperkaya kajian keilmuan kesejahteraan keluarga pada bidang perilaku konsumen.*****The rapid growth of coffee shops in urban Indonesia has been accompanied by increasingly diverse consumers across generations Generation X, Millennials, and Generation Z each shaped by distinct social backgrounds and consumption cultures. Within Family Welfare Education, particularly the Hospitality Accommodation concentration, understanding consumer preferences and behavior constitutes an essential competence, as coffee represents one of the core food and beverage (F&B) products in the hotel and catering industries. This study examines differences in coffee preferences and consumption behavior among Generation X, Millennials, and Generation Z in urban areas. A quantitative descriptive-comparative approach was employed using quota sampling of 165 coffee consumers residing in DKI Jakarta (55 respondents per generational group). Data were analyzed using descriptive statistics and inferential tests, namely One-Way ANOVA and Kruskal-Wallis. Results indicate that sensory factors (taste, aroma, acidity, and texture) do not differ significantly across generations (F = 0.224; Sig. = 0.800), whereas non-sensory dimensions (F = 5.594; Sig. = 0.004), preparation and serving methods (F = 23.760; Sig. < 0.001), consumption patterns (H = 9.800; Sig. = 0.007), and consumption motives (H = 6.648; Sig. = 0.036) show statistically significant differences. These findings suggest that basic preferences for coffee flavor are largely universal across generations, while generational differences are more evident in how coffee is consumed through specific serving methods, contextual factors, and underlying motives. The results are expected to serve as a reference for F&B and hospitality practitioners in designing menus, serving methods, and coffee service strategies aligned with the characteristics of each generational segment, while also enriching scholarly discourse on Family Welfare in the domain of consumer behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prastiti Laras Nugraheni, S.TP., M.Si. ; 2). Reno Irwanto, S.T.P., M.Si.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Sumber Daya Manusia Manajemen > Perilaku Konsumen
Divisions:	FT > S1 Pendidikan Kesejahteraan Keluarga
Depositing User:	Dhiva Alfira Annur .
Date Deposited:	15 Aug 2026 15:49
Last Modified:	15 Aug 2026 15:49
URI:	http://repository.unj.ac.id/id/eprint/71020

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